Value retailer Matalan is “phasing out” its Sporting Pro fascia, closing all 15 standalone stores.
Matalan launched the sportswear chain in 2013 and intended to open 100 stores in five years. The Sporting Pro website has already ceased trading.
Matalan managing director Jason Hargreaves told Drapers the retailer will now focus its own label sports brand Souluxe, including the launch of shop-in-shops for the label.
“We are phasing [Sporting Pro] out and closing the standalone stores and expanding own label sports within Matalan under the brand Souluxe across menswear, womenswear and kidswear,” he said.
Matalan was trialling Souluxe in its St Helens, Lancashire, store earlier this summer. The collection has been designed for “the modern sporty family” and the St Helens trial currently occupies approximately 2,500 sq ft of space, with 70% dedicated to womenswear, 20% to menswear and 10% to kidswear. Matalan plans to roll this out to around 50 stores in October.