Reebok gets ready to launch a new e-commerce web site
Reebok International Ltd. plans to start selling direct to consumers over the Internet by the end of this year. It has hired GSI Commerce Inc. to develop and operate an online store at Reebok.com. GSI, formerly known as Global Sports, is an outsourced provider of e-commerce services to manufacturers and retailers who want to sell on the web.
Reebok’s site currently is a marketing vehicle with no e-commerce capabilities, although it does provide links to online sellers of Reebok merchandise and an outlet store locator service. The new site will continue to offer both.
GSI Commerce will develop and operate all facets of the online store, including web site design, customer service, order processing, fulfillment and merchandising, while Reebok will oversee marketing and product assortment, the companies announced. The store will feature a broad selection of Reebok`s footwear, apparel, equipment and accessories, including NFL, NBA, Classic and Rbk merchandise. Reebok expects the store to launch in the United States during the third quarter. Reebok says it will not undertake a separate marketing campaign to promote the new site but will mention it in print ads.
"This online retail store reflects our desire to offer consumers our most exciting products and marketing initiatives in one place," said Reebok chief marketing officer Micky Pant. "It will complement our traditional bricks-and-mortar distribution with a virtual offering of key products that will enhance our brand image."
Reebok International is a designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, and Greg Norman Brands and footwear under the Polo Ralph Lauren Brand with annual sales of $3 billion.
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