RSH Middle East LLC has renamed its sporting store chain Studio R as Stadium. Consumers in the UAE are already familiar with the Stadium brand name as several branches exist in the region, including a flagship store in The Dubai Mall.
According to RSH Middle East the decision to rename the Studio R stores as Stadium was a straightforward one. It’s a move that brings unity to the sporting chain as a whole, provides a stronger sense of brand identity and offers consumers a greater level of awareness of the brand.
“Stadium and Studio R have always followed the same business principles, concepts and goals, so logistically it has been a clear-cut decision to unite the two. By unifying the name of our stores it also allows us to consolidate and build on our already strong position in the retail market,” says Samantha Warrayat, marketing manager for RSH Middle East LLC.
Under the rebranding three Studio R stores – Abu Dhabi Marina Mall, Jumeirah Beach Hotel and Burjuman Centre – have been renamed Stadium. A fourth Studio R store, located in Dubai Outlet Mall, will retain the Studio R name as alongside sports and lifestyle collections it also houses discounted items from across RSH Middle East’s fashion brand portfolio.
“Since we launched the Stadium brand, it has been readily accepted by consumers in the UAE. It has quickly become recognised as a leading sports and lifestyle retailer and this is one of key reasons that we have decided to adopt the Stadium name across all our stores,” says David Reilly, CEO of RSH Middle East LLC. “We have continually invested in delivering unique retail solutions to our customers and the difference between Stadium and all other multi-brand sports and lifestyle retailers is that Stadium offers consumers global brands by concept and not by category. From our experience and the feedback we have received this is how consumers prefer to browse and shop.”