Sport Chek ups its game at Appleby Crossing store in Burlington

Sport Chek is upping its game in Burlington.

The Calgary-based company, which is owned by Canadian Tire Corporation, unveiled its refurbished store at Appleby Crossing Saturday with a ribbon cutting, DJ, refreshments and giveaways and deals for local customers.

According to Mario Fabiano, head of operations for Sport Chek, the upgrade is one of the first of a wave of upgrade projects planned by the company, which has 200 stores across Canada. The Sport Chek at Burlington Centre underwent a major renovation in 2018.

“Burlington is a key market for us,” said Fabiano at the July 29 event, noting that sport is prevalent in the community. “It’s one of the first renovations we’re doing this year. We’re investing in this store because it’s an important community for us. We’re excited and proud.”

The Appleby Line store opened 20 years ago and employs about 60 staff members, a number that changes seasonally. It measures 15,000 square feet, and while the footprint didn’t change with the renovations, customers will notice some significant upgrades in terms of presentation and convenience, said Fabiano.

“We have an upgraded footwear wall, which allows us to highlight the (products) we have,” he said.

As well, static walls have been replaced with installations that enable flexibility when it comes to presentation. They can be reconfigured to accommodate trends that are important to customers or are specific to the community; for example, Burlington has a bigger golf section, due to the local interest in the sport.

Merchandise can also be displayed by brand, or by sport. “The new fixtures allow us to amplify the brands in a meaningful way, to inspire the purchase of the aspirational brands people want,” added Fabiano.

Another key change at the Appleby Line store is the addition of in-store pick up lockers along the front wall of the store, which allows customers to retrieve items they’ve purchased online using a code they receive on their phones. “We have one-hour pick up, which is rare,” said Fabiano. “People love the speed and convenience.”