Foot Locker’s new retail concept reflects deeper investment in brick-and-mortar

On Wednesday morning, Foot Locker unveiled a reimagined retail concept with areas focused on future sneaker drops and customized shoes. The new store opened in the Willowbrook Mall in New Jersey.

For Foot Locker, the new store concept is both a preview of how it hopes to design its stores in the future and a reflection of an overdue rethinking of its retail priorities. More than 80% of Foot Locker’s revenue is driven through its thousands of physical stores.

The company plans to open more stores throughout the year featuring some of the same design elements as the Willowbrook store. Another flagship store focused on kids’ sneakers will open in Manhattan later this year, as will new stores in Paris, Delhi and Melbourne. Existing stores will also get refreshes, with more than two-thirds of Foot Locker’s 2,500 store fleet set to receive renovations by the end of next year.

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