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31 Oct – 13 Nov 2017 Issue 722
Debenhams trials Sweat! in-store gyms Debenhams is partnering with former Virgin Active co-founder Frank Reed to launch in-store gyms as part of the retailer’s strategy to attract more customers and a younger female base. Reed’s Sweat! gyms are set to be trialled in three stores from early 2018 under a membership model. The deal is part of the Debenhams Redesigned strategy, which involves working with strategic partners to deliver its plan of making the chain more appealing to shoppers. The relationship will see Debenhams broaden its reach to the Sweat! customer base with cross-marketing
■■Sweat! gyms are set to be trialled in three Debenhams stores from early 2018
opportunities planned such as enrolling each Sweat! member to
Debenhams as a destination for leisure
the Debenhams Beauty Club.
experiences and gives customers more reasons to visit us more often.”
“We believe that by teaming with Sweat! we will optimise the space that
Sweat! focuses on attracting female
is available in some of our stores whilst
gym-goers. It has 600-800 visits to
offering an attractive and credible leisure
each of its five gyms every day with
experience to customers,” said Sergio
a 55 per cent female customer base
Bucher, Debenhams chief executive. “The
attending clubs 2-3 times per week.
partnership is a step closer to establishing
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