Start remixes DEMIX for Sportmaster


Sportmaster is Europe’s 3rd largest sports retailer, globally 10th largest and 5th by margin and profitability. It has 475 stores across Russia, Ukraine, Belarus, Kazakhstan and has opened 7 JV stores in China in the past 3 years.

Demix was launched 10 years ago, as an own-label range in Sportmaster stores and now extends across 2,200 product lines – representing 5% of all inventory.

Demix first standalone mono-brand store was created by Start Design and opened in Moscow, late in 2018.

A first for sports retail in Russia

Demix brand positioning was realigned in 2017 from an inexpensive alternative for amateur sports enthusiasts to a mid-market proposition to additionally attract seasoned and pro-athletes. This re-positioning saw Demix outsell both Nike and Adidas in 2017 in Russia.

In 2018 Sportmaster appointed Start Design to create the first standalone Demix mono-brand sports store. Start Design’s retail strategy: to inspire and activate the sports spirit in everyone; formed the basis of a unique store design concept supported by a digital and influencer-led marketing plan.

The first store opened in Moscow’s influential Gargarinsky Mall. Instant success has led to hot-on-the heels store openings in a second Moscow location – Mytishchi and in Krasnodar. Now 12 further stores are planned to open as 2019 unfolds – with the Demix range planned for expansion from 2,200 to more than 3,500 lines.

Sportmaster is expecting to make further rapid moves to build on the success of the new Demix retail platform.

“Better than expected sales performance continues to validate Start Design's retail design solution for our Demix property. We have great confidence in the format and expect to make rapid moves to scale the brand. The next phase is underway and will see a further 14 stores open in 2019. As well as increasing the number of locations – we are significantly expanding the range under the Demix brand.”

Thomas Schramek
Sportmaster Concept and Format Development Director