Sportsmans Warehouse is a passionate sports and fitness retail organisation with stores located in regional New South Wales, Victoria and ACT.

Design Portfolio developed a new concept and brand for this fitness retail organisation, using an activity-based merchandising strategy rather than a product-based strategy to better suit the needs of their consumer groups. Sportsmans have been successful in rural areas since establishment in 1983 but were looking for a new image to take them forward into franchising the business.

Design Portfolio was engaged to create a new concept and brand that used a product merchandising strategy designed around customer’s needs. Departments are laid out based around three main categories MyFamily, MyFitness and MySports; based on the footwear, apparel and equipment associated with these categories.

Sportsmans Warehouse are looking forward to the new image taking them forward into franchising the business.