Company behind Sporting Life and Golf Town set to launch new Team Town Sports store
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Canadian retailer Sporting Life Group is launching a new chain of big box stores that will cater to players of team sports of all ages and genders.
Canadian retailer Sporting Life Group is launching a new chain of big box stores that will cater to players of team sports of all ages and genders.
Team Town Sports will open its first three locations this spring in Alberta and Ontario, with plans to expand to 25 stores across the country, the company said Monday.
Sporting Life Group said the store will carry gear for a wide range of team sports, including hockey, basketball, soccer and baseball.
"We've seen some sports retailers gradually step away from team sports and team activities," Frederick Lecoq, chief marketing officer of Sporting Life Group, said in an interview.
"It was first driven by the swing during COVID when it was very much individual sports that were winning but now there's a more purposeful lifestyle fashion positioning," he said. "We saw a gap in the market and an opportunity to carry goods for all team sports under one roof."
Rather than expand the Sporting Life brand, Lecoq said the company decided to launch a store dedicated to team sports.
"We don't believe in the Swiss Army knife of retail. It's convenient, but it's not really a screwdriver and it's not really a knife," he said. "You can't really find what you're looking for."
