Retail Cube Prospectus - RCG Corporation

3.2 The Athlete’s Foot
3.2.1 History and Background Overview
The Athlete’s Foot is one of Australia’s largest
retailers of athletic footwear. It commenced
operations in Australia in 1980 as a general
sports footwear and apparel retailer. In 1986
it began to sharpen its focus to concentrate
exclusively on sporting and leisure footwear.
Within two years of starting this process it
had converted all of its retail operations to
the footwear only concept and to this day this
Group remains focused exclusively on sporting
and leisure footwear and related accessories.
3.2.2 Business Summary
The Athlete’s Foot operates 104 stores across
Australia and New Zealand. As a result of
its strategy to focus exclusively on sporting
and leisure footwear and accessories, The
Athlete’s Foot has developed and implemented
a comprehensive fitting system that enables
store staff to select and fit the most appropriate
footwear for the customers’ needs.
As a result of its outstanding levels of
service, fitting and technical expertise, The
Athlete’s Foot has developed a retail brand
that is distinct from the footwear brands that
it sells. As a consequence of both this and of its
relative size in the market, The Athlete’s Foot
is widely recognised by consumers as offering
footwear solutions, rather than merely footwear
brands. As a result of the above, the Directors
believe that The Athlete’s Foot’s business is
less sensitive to some of the uncertainties
associated with rapidly changing fashion trends
faced by other retailers in the same sector.
3.2.3 Store Structure and Locations
The Athlete’s Foot operates under licence from
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