First of its kind 'women only' sports store opens in SA
Cape Town - It's a first for South Africa -- a sports apparel store that caters solely for women (mind the pun).
This week, Totalsports Women, opened in Cavendish Square mall in Cape Town, offering the usual fare of active wear brands and services. What separated this store from the competitors however was the bra-fitting and clothing alteration services. It's a game changer in a world where positive attention is paid to "free bleeding" and gender equality.
In a statement from the company, Head of Marketing Charmaine Claasens, said: “Wellness is now a major global trend among women and South Africa is no different. We are thrilled to open what promises to be a world-class retail experience configured for women. The store aspires to create an experience to help Cape Town’s women make the right choices. And to look and feel good doing it.”
Claasens said the store's design was influenced by global trends and would focus on an engaging and interactive experience with patrons.
“The store itself is a standalone store that offers women shoppers a different experience from the existing Cavendish Totalsports store."
The aim in opening up a gender-specific store is to create a community. As to whether other groups feel isolated for not having stores of their own would be a test better paired with time. Thus far, the Nike Training Club celebrated the opening with a fitness class at the store.
Totalsports has been in South Africa for almost 33 years. It's owned by the The Foschini Group and it has 280 outlets nationwide and in neighbouring countries.