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ASICS reaches 150 India stores with 1,508-square-foot Jaipur outlet at Pacific Mall
Our read
ASICS will more likely than not keep adding stores past 150, with a modest tilt toward company-run mall outlets built around Foot ID.
For operators
ASICS opened its 150th India store, a 1,508-square-foot outlet at Pacific Mall in Jaipur's Mansarovar with a Foot ID service.
Watch
Foot ID announced at other ASICS India stores
Ask next
Who is opening stores most aggressively?The report,
ASICS opened the Mansarovar store on Monday as its third Company-Owned, Company-Operated store in India. It offers a Foot ID service that helps customers understand their individual foot needs before choosing products.
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Store and format facts
From the report. Source details below
| Company-Owned, Company-Operated stores in India: | 3 |
|---|
What it means for the format
ASICS hit 150 India stores, but only the Jaipur outlet and two others are company-owned and company-operated. Growth is still mostly partner-led, so watch for more direct-run stores that would give ASICS tighter control of margins and customer experience.
Next on the rollout
- Further ASICS openings in tier-2 city malls
- Partner or franchisee comments on store economics
- Rival footwear brands announcing Jaipur stores
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- ASICS may open further company-owned, company-operated stores in malls in other tier-2 cities, after the Jaipur outlet.
The counter-case
The case against this reading — not reported by the source.
This is a milestone press release more than a market signal. The 150th store is a round number, and the outlet is small at 1,508 sq ft in a single mall in Jaipur. Only three of the 150 stores are company-owned, company-operated (COCO). That implies the rest run through franchise, partner or multi-brand formats where ASICS has less control over pricing, merchandising and margins. The article gives no sales, no store productivity, no capex and no like-for-like growth, so a higher store count could simply mean wider distribution rather than stronger demand. Foot ID is a fitting service that is easy to copy, and it is not a durable moat against Nike, Adidas, Puma, Skechers, Hoka, On and Decathlon. The 'up' direction on the delta overstates what is really a routine rollout in an existing market.