E
leven years after opening its original store, Big
River Running has moved its flagship to a new
location and grown its footprint by 40 percent,
allowing the shop to add new categories of
footwear and apparel.
"We wanted a bigger presence in our community
and also wanted to broaden our marketing and let consumers
know that we were not just a running store," says Matt Helbig,
founder of Big River. "We now have a range of premium
product that fits their lifestyle."
Big River was inspired to diversify by the success of stores
such as Playmakers and Gazelle Sports, two Michigan-based
retailers that carry a broad mix of footwear and apparel.
With the opening of the new location, Big River has added
shoes from Merrell, Sperry, Keen, UGG and OluKai. The
store also re-designed its logo and website to coincide with
the opening of the new location. The new logo emphasizes
the "Big River" branding, Helbig says, as part of the effort
to communicate that the store is about more than running.
Helbig says the new flagship concept is part of an evolution
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