City Sports expands with new interactive store

Boston -- City Sports will open its 19th store, in Wellesley, Mass., during the last week of September. The location features a dramatic façade, with a wraparound steel awning and tall windows that showcase the interior design and product assortment. Inside, an interactive electronics room offers shoppers the use of in-store iPads to access information about products on the company's website as well as the ability to wear-test headphones

At over 10,000 sq. ft., the new store is designed to provide the ultimate shopping experience for the brand's athletic clientele. The space was designed by Gensler, which previously collaborated with City Sports on stores in Washington, D.C., and, most recently, on the redesign of its downtown Philadelphia location.

Situated on the Boston Marathon route, the Wellesley store will house a haven for runners and other sport-specific enthusiasts as it displays a multi-boutique feel in the form of designated shopping areas separated by activity and gender. One area will include a specially curated woman's section, which will offer private fitting rooms and a communal table, featuring an iMac, that will allow for female customers to reference City Sports' online Bra Finder, which is set to launch on the brand's website when the Wellesley store opens.

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