Foot Locker, Inc. (NYSE: FL) has launched a new retail concept that offers a premium shopping experience and unparalleled customer service. The renowned global retailer debuted the reimagined retail format at its Willowbrook Mall location in Wayne, N.J. The company plans to incorporate the insights and learnings from this concept into new stores.
The retail store experience is the core of sneaker culture at Foot Locker. The new “store of the future” is designed based on customer feedback, and features a striking storefront, a unique in-store environment, an expanded range of footwear and accessories, a focus on sustainability, dynamic digital fixtures, and other technological advancements. The new concept also empowers Foot Locker’s sneaker ambassadors, the famous Stripers, to enhance their customer service with a state-of-the-art toolkit.
“Our new store concept cements Foot Locker’s position as the leader in sneaker culture by offering an engaging, cutting-edge shopping experience for the sneaker passionate,” said Mary Dillon, Foot Locker, Inc. President and Chief Executive Officer. “As we continue progressing against our Lace Up Plan, this inventive retail experience delivers on our promise to power up the portfolio, while providing an unparalleled, omni-focused customer experience.”
The new store concept’s features include:
- Immersive Shopping Journey: A modern and streamlined approach to store layout via an intuitive shopping journey that encourages discovery and easy navigation.
- New and Exclusive Releases: Bright new sections near the store’s entrance that prominently spotlight Foot Locker’s latest sneaker releases and trending products, giving customers a reason to return.
- Elevated Brand Storytelling: Dynamic storytelling opportunities that amplify Foot Locker’s brand partners and enhance product presentations, allowing consumers to better understand features and benefits, and find products faster.
- Communal Try-On Area: A new distinct zone at the store’s core, allowing consumers to connect and experience the inclusivity of sneaker culture through a communal sneaker try-on experience.
- Sneaker Hub: A destination dedicated to strengthening connections with customers while enriching their path to purchase. As a premier destination, “Sneaker Hub” offers a unique experience, including specialized lacing customization, expanded Omni ordering choices, and personalized FLX experiences.
- Advanced Technology: Digital technology advances to equip Stripers with omnichannel inventory availability, providing customers with multiple fulfillment options and transforming the in-store checkout journey.
“After nearly 50 years, Foot Locker continues to be the beating heart and global home for all things sneakers,” said Frank Bracken, Foot Locker, Inc. Executive Vice President and Chief Commercial Officer. “Building on our sustained momentum, we’re thrilled to bring our revitalized store expression to our customers across the globe, inspiring them to shop top brands and unlock their inner sneakerhead with the help of our iconic Stripers.”
In 2024, Foot Locker Inc. will open more locations of its new store concept, including the 34th Street flagship location in New York City. The new store will also feature an enhanced Kids Foot Locker experience, providing a space that fosters meaningful connections between children and their parents. The company will also introduce reinvented Foot Locker store concepts in Paris, Melbourne, and Delhi throughout the year.
Foot Locker, Inc. continues to make progress on its Lace Up Plan, which was announced in March 2023. The plan includes the company reshaping its real estate footprint by opening new formats and moving away from malls. The new store concept aligns with the company’s strategy to “Power Up the Portfolio,” which is a key pillar of the plan. The insights gained from this concept will influence future Foot Locker store experiences, creating a globally-scalable omnichannel experience across the Foot Locker and Kids Foot Locker banners.
Apart from introducing new retail formats, Foot Locker, Inc. has also launched a store refresh program aimed at creating a more consistent and elevated brand experience. By the end of 2025, approximately two-thirds of global Foot Locker and Kids Foot Locker doors will be refreshed through this initiative. The store refreshes will align with key elements of the reinvented store concept, such as demonstrating Foot Locker, Inc.’s leadership position in sneaker culture, enhancing storytelling capabilities, and elevating its brand partners.
