New ASP Store Opens in Moscow Featuring Adidas and Reebok Products
The head of marketing at Lestate, the company behind the ASP network, confirmed the launch of the first ASP store in Moscow. The store opened on December 9 and began trading right away, with staff ready to assist customers and a smooth first day of operation according to company sources.
Earlier, the same executive indicated that an ASP outlet would soon debut in the Belaya Dacha shopping complex, signaling continued expansion of the brand’s store network across key Russian retail locations.
At the official opening time of 10:00, the doors opened and the store was described as functioning normally by the marketing chief. The retail space is listed at 1,014 thousand square meters, and the assortment on display focuses exclusively on Adidas and Reebok lines, underscoring a strategic emphasis on the two brands within this ASP presentation.
Current product availability stands at 768 distinct items. The management notes that the range is set to grow in the future, while the brand lineup is projected to remain unchanged, maintaining Adidas and Reebok as the sole brands featured in this format.
In discussions about growth, the ASP leadership outlined plans to establish additional stores. Specific dates and locations for these forthcoming outlets have not been disclosed yet, but the intent is clear: to broaden the footprint of Adidas and Reebok products through the ASP banner across Russia.
Historically, Lestate’s plan was to develop a nationwide network of Adidas and Reebok products under the ASP brand, aligning with the company’s broader retail strategy. Market observers noted a shift in consumer sentiment, with many Russians expressing a cautious stance toward Western brands and a wait-and-see approach regarding their return to the market. This sentiment appears to shape how the ASP initiative is being rolled out, with a measured pace and a focus on flagship locations to pilot the concept before broader expansion.