Accordingly, manufacturing has been consolidated under five plants, down from over 30 smaller set-ups. The company plans to nearly double the door count to 600 in another three years. In its bid to come back, Reebok opened over 360 stores last year including 100 Fit Hub stores that sell premium products and provide fitness consultation to customers. Many of them are not with us now,вЂќ Basu said. These include franchisee which perceived that it (turnaround) wonвЂ™t happen. вЂњThe biggest challenge was not consumers but people between us and the consumers. This forced the parent Adidas to shut over a thousand stores two years ago. Reebok was IndiaвЂ™s largest sports footwear brand by revenues before alleged financial irregularities were unearthed, leading to the arrest of its then MD Subhinder Singh and COO Vishnu Bhagat. вЂњWe slowly dialed down cricket and few months later, switched off completely from cricket-related marketing,вЂќ he said. Talking to ET in his office overlooking a contrasting mix of tall commercial buildings and pockets of old residential colonies, Basu said the brand has changed its merchandise mix after an internal study showed that more Indians are in fitness and not actual sport. While the company does not share numbers, Somdeb Basu, marketing director at Reebok India, said the brand has turned profitable after shrinking store count to a third and making its merchandise nearly 25% pricier. Now, two years later, parent Adidas AG of Germany says Reebok has turned around its Indian business - that too after moving completely away from cricket-related marketing. Most of these shoes sport manufacturing tags of 2011 - a reminder to the time when it led the Indian sportswear market, before a controversy over financial irregularities led to closing of all its shops in the country. NEW DELHI: Alarge rack with around a dozen Reebok shoe greets visitors at the brandвЂ™s office in Gurgaon.

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