Adidas, Nike, and Under Armour Drive El Corte Inglés’ Department Store Makeover

El Corte Inglés has relaunched its center at number 10 Sol, in Madrid, as a space specializing in sports after a comprehensive renovation of its offer and shopping experience. The group has completely redesigned the building to reinforce a strategic category within its retail business in the heart of Madrid.

The project gains weight with the implementation of three single-brand floors, occupied by Adidas, Nike and Under Armour. These brands concentrate an expanded offer of apparel and technical footwear, as well as specific collections that reinforce the center’s specialization and its attractiveness as a sports destination.

With this renovation, El Corte Inglés seeks to turn its Sol center into an urban sports reference and to reinforce a division that combines fashion, footwear and technical equipment. This is part of the group’s strategy to promote categories with greater attractiveness and recurrence of purchases in its most emblematic centers.

El Corte Inglés seeks to consolidate Sol, 10 as an urban sports reference and to strengthen a division that combines fashion, footwear and technical equipment

The new proposal is based on a significant expansion of the assortment and brands, with a first floor dedicated to sneaker trends. The space incorporates new international brands and reinforces its positioning in sports and casual footwear, combining premium brands with high turnover brands.

The reorganization also focuses on categories with strong commercial appeal. The fourth floor concentrates the center’s soccer offer, with kits from national and international clubs, and adds as a novelty the basketball category, incorporating NBA references and lines such as Jordan or Lebron.

El Corte Inglés ended fiscal year 2024 with a turnover of €16.675 billion, a 2% increase over the previous year. The company’s net income amounted to €512 million, 5.7% more than twelve months earlier.