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RETAIL STRATEGY
Fanfare as Nike distributor opens its first flagship store in Nigeria
By our News Team | 2022
Global sportswear brand says a Lagos outlet has been years in the planning, but was disrupted by the pandemic.
In a vote of confidence in the premium retail sector in West Africa, global sports and lifestyle apparel brand Nike recently opened its first flagship store in Lagos, Nigeria.
The outlet, which occupies more than 500 sqm in the upmarket Ikeja City Mall, is the first of its kind in the region and its opening has been warmly welcomed by Nike, which has been planning a Nigerian store for several years but had its plans disrupted by the pandemic.
Photo courtesy of Hudson Nigeria
“We are extremely proud to open the Nike flagship store here in Lagos,” said Kieran Murphy, Country General Manager of Hudson Nigeria.
Hudson Nigeria is a subsidiary of Hudson Holdings Group, an international sports and fashion retailer and distributor. It is based in Malta and has representative offices in Morocco, Italy, Algeria, Nigeria and Cyprus.
“Nigeria has had a strong role in the history of Nike, and this constitutes an important step for the presence of the brand on the continent. The fact that this is happening on the 50th anniversary of Nike only adds relevance to what we are doing and makes us embrace the future with confidence,” Murphy added.
A global standard of excellence
In his address at the gala opening event, he said customers in Nigeria could expect the global standard of excellence that Nike is known for. “It is a state-of-the-art store, and we are looking forward to welcoming our customers and delivering to them a great shopping experience,” he said.
You can watch Nigerian influencer @diana_enje and her TikTok video about the store opening here.
Giuseppe Crispino, Marketing Communications Manager for Hudson, noted that Nigerians have had a good relationship with the Nike brand for many years. The sportswear giant designed the 2018 FIFA World Cup jersey for Nigeria, while several Nike athletes and ambassadors were Nigerian.
“I think it was just time to come over. We are here now, with a home where we can welcome our customers and meet them face to face. I think the real work starts now. I see this as a kickoff for the things we can do for consumers,” Crispino said.
As part of its brand strategy for the market, Hudson said it planned to contribute to communities in Nigeria beyond retail. It also intended to increase its support of Nigerian sports and promote sporting events in schools.
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