Diversify existing distribution channels and expand customer encounter opportunities

Fitbit, based on the success of its recent pop-up store, is set to expand its department store channel by confirming the opening of a store in Shinsegae Department Store Goyang on August 17 and in Lotte Department Store Jamsil on August 25.

Fitbit, which successfully operated a pop-up store in a department store in Seoul for about two months from July to September, confirmed the high interest in wearable products through the visits of many customers pursuing a healthy lifestyle. In order to actively respond to this, it expanded its stores by entering department stores to diversify its existing distribution channels and increase opportunities to meet customers directly.

Choi Jeong-woo, head of sales at Fitbit Korea, said, “Looking at recent fitness trends, we see a welcome trend toward more personalized fitness, including active use of wearable devices and home training that utilizes daily life.” He added, “We are very pleased to be able to introduce Fitbit to more customers as an innovative product that fits this trend.” “We will provide opportunities to get closer to Fitbit with more customers in the future,” he said.

Through this department store entry, consumers will be able to find not only Fitbit's best-selling products such as Alta HR, Flex 2, Charge 2, Blaze, and Alta, but also a variety of accessories that can also be considered fashion items, such as bands in various colors and luxurious leather bands.

In addition, Fitbit will hold a fitness event with star yoga instructor Lee Yu-ju and models to celebrate its new store opening in the department store over the weekend. Through the demonstration event, it plans to provide various smart fitness tips for efficient exercise with Fitbit products and establish itself as a smart partner for customers’ health management. In addition, it plans to hold various fitness events in the future and prepare more opportunities to meet customers in person.