Sports Authority Latest to Launch New Concept

They aren’t rolling out like they used to, but there are some retailers out there trying to test new concepts for growth. The latest announcement is by Sports Authority, which is surprisingly launching a chain geared at a high-end consumer. Called S.A. Elite, the first store is opening in Denver in August. The privately held Sports Authority did not announce how many total stores the company plans to roll out. The stores will average between 12,000 square feet and 15,000 square feet, a space size that it seems like landlords need to fill. They will offer “high-end performance apparel, footwear and accessories from premier brands.” Shopping-center owners will probably find this as welcome news, especially if Sports Authority has big expansion plans. Plus, it’s probably a good time fort the retailer to get a good deal on rents. But is the consumer ready for a high-end sporting goods concept?