As a result of its recent initial public offering, Under Armour Inc., a multi-channel retailer of skin-tight undergarments for athletes and fitness enthusiasts, is enhancing its e-commerce strategy to increase online revenue, the company announced last week at its annual meeting.
In addition to releasing multiple new products and product lines and opening new stores, company executives stated they now are elevating e-commerce in their list of priorities. In the past, Under Armour, No. 334 in the Internet Retailer Top 500 Guide to Retail Web Sites, has used its web site mostly for marketing purposes. Today, though, the sports apparel manufacturer is shifting away from pure marketing and stressing web sales as a means for overall growth.
The company will hire an executive to head its e-commerce initiatives and launch an overhauled web site in September.
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