Sportmaster selects Start Design for Demix stores


Sportmaster is Europe’s 3rd largest sports retailer, globally 10th largest and 5th by margin. It has 475 stores across Russia, Ukraine, Belarus, Kazakhstan and has opened 7 JV stores in China in the past 3 years. 10 years ago, Sportmaster launched Demix as an own-label range in Sportmaster stores. Demix now extends across 2,200 product lines – representing 5% of all Sportmaster inventory.

In 2018, Sportmaster appointed Start Design to design the first standalone Demix monobrand store. As a result, the pilot store opened in Moscow’s influential Gargarinsky Mall in November 2018.

Leonid Strakhov, Chief Executive Officer, Sportmaster Group of Companies, said, “As a fast growing and dynamic retailer managing top-tier sports and fashion apparel brands, we are at the forefront of growth of the retail sector in Russia and beyond. In Start Design we found a new generation retail design company and it was natural for us to them to help shape our future Demix retail offering. We are delighted to have Start Design on board, as we feel they are well-equipped to help Demix to continue to outperform and to help take Sportmaster forward on our journey to become Europe’s leading multichannel sports retailer.”

Demix – a first for Sportsmaster and for sports retail in Russia

Sportmaster realigned Demix brand positioning in 2017. Demix was well-known across Russia for being an inexpensive brand for amateur sports enthusiasts. Sportmaster repositioned Demix to a mid-market proposition to additionally attract seasoned and pro-athletes to the brand. Consequently, this re-positioning saw Demix outsell both Nike and Adidas in 2017 in Russia.

Start Design’s retail strategy was to inspire and activate the sports spirit in everyone. This idea formed the basis of a unique store design concept for Demix.

The first store opened in Moscow’s influential Gargarinsky Mall. Instant success has led to hot-on-the heels store openings in five other Moscow locations and in Krasnodar. As 2019 further unfolds, Sportmaster has plans to open a further stores – 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 repositioned Demix brand.

“Better than expected sales performance continues to validate Start Design's retail design solution for Sportmaster and 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