The Russian retailer of sportswear and footwear «Sportmaster» plans to create a chain of stores for its own brand Demix. 

Sergey Agibalov, managing Director of «Sportmaster» said that the brand Demix has become popular with Russian buyers and has gained good positions in the market. He beat Nike and Adidas by the number of products sold in stores «Sportmaster». In this regard, it was decided to start developing it separately. Agibalov reported «Ведомостям» what is the development program Demix, is aimed at the fact that the brand should be perceived as a manufacturer of goods not only for entry-level, but also for more professional sports. The first store Demix has already opened in the Moscow shopping center «Gagarinsky».

In the coming years, it is planned to develop the Demix network in Moscow and major cities of Russia, Agibalov said. In the future, monobrand stores Demix should appear in those countries where the «Sportmaster» network is present – in Belarus, Kazakhstan, China. In 2018–2019, up to 15 stores under this name may be opened, he said.

CEO of «Infoline-analysts» Mikhail Burmistrov, evaluates Demix as the most successful own brand of «Sportmaster», which accounts for about 5% of the range of the network (more than 2,200 products). Products Demix, mainly belong to a lower price segment than the "average plus", and can become a high-quality alternative to more expensive segments. This niche has potential and "Sportmaster" is trying to fill it by creating separate stores of the sought-after brand Demix.

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