Page 22 - December 2021 / January 2022

COVER STORY - u.s. Polo assn.

U.S. Polo Assn. High Energy Store Design
Global Growth & Future Innovation

For U.S. Polo Assn., the official brand of the United States Polo
Association (USPA), the connection between the brand and the sport
of polo runs deep. Here, RLI spends some time with J. Michael
Prince, President & CEO of USPA Global Licensing, the company
that manages the multi-billion-dollar global, sport-inspired brand, to
discuss U.S. Polo Assn.’s focus on experiential retail in the years

to come.
The only organisation in history to sponsor three of the most customers to the sport of polo,” explains J. Michael Prince, President
important polo tournaments in the world – the U.S. Open Polo & CEO of USPA Global Licensing. “This evolved into our High Goal/
Championship, the British Gold Cup and the 128th HSBC Argentine High Energy Store format, which references polo competitions
Polo Open, U.S. Polo Assn. supports polo clubs across the US and at the highest levels. We are working on experiential programs
Canada as well as international clubs like Copenhagen Polo Club, inside our retail stores such as selfie stations with polo backdrops
Korea Polo Club and Moscow Polo Club. and livestreamed polo games. Charging stations, magic mirrors, QR
It’s because of this meaningful and authentic connection that the codes, tablets, and state-of-the-art POS systems will all play a part in
brand believes when customers purchase U.S. Polo Assn. products, our future.”
they own a piece of the sport of polo. U.S. Polo Assn.’s design The first of these new High Goal/High Energy stores launched in
inspiration has consistently come from its authentic relationship to Hangzhou, China and like this one, future openings will predominantly
the sport that encompasses over 130 years of tradition, heritage and be in key metropolitan areas and generally take a space 1,000sq ft
classic American styling. smaller than footprints of stores in years gone by.
Today U.S. Polo Assn. apparel, footwear and accessories are sold in As the pandemic spread around the world, U.S. Polo Assn. was
194 countries through department stores, sporting goods channels, entering the third year of their long-range strategic business plan
independent retailers, and e-commerce as well as the brand’s own that laid out a very aggressive global growth and brand strategy. “We
1,100-strong store portfolio across North America, Latin America, quickly made the decision to focus in the short-term on cash flow to
Europe, Middle East, Russia & CIS, India and Asia-Pacific regions. stabilise the business and our licensee partners, accelerate our digital
The most notable recent store openings include the largest flagship strategy to support online shopping and focus more on core product
in the Middle East region on Istiklal Street in Istanbul, Turkey, a store to address supply chain issues. During this time of uncertainty with
in Bogota, Colombia at the El Dorado Airport and one in Napoli, Italy brick-and-mortar, we were able to build sites for 35 countries in 16
at La Reggia Designer Outlet. different languages,” explains Prince.
New stores have also launched across airport sites in China and Prince sees some light at the end of the Covid-19 tunnel. While
by January U.S. Polo Assn. will have finished remodelling its flagship the brand still operates with caution, the focus has shifted towards
New York City store at Times Square into the new High Energy fulfilling the long-term strategy of elevating the brand and growing
store design format. Following this at least one new unit will open the business. Over the next year Prince is expecting record growth
in London. on all fronts.
“Retail today is about ‘brand experience’ and how you engage China remains a key growth driver for the brand and there are
consumers. Before the pandemic began, we had begun using in-store plans to open 50 stores over the next 18 months in multiple regions.
technology and innovation to further connect our brand and our Prince also expects to unveil new stores in the UK as well as other

22 Retail & leisuRe inteRnational DeCeMBeR 2021 / JanuaRY 2022