Photography: Keiron Tovell


Introducing...Jarrold Intersport 


Norfolk’s favourite independent sports store has changed more than its name as it becomes one of the UK’s first Intersport concept stores –  and relaunches as Jarrold Intersport.

Independent sports retailer Pilch has changed the game with a new-look store .  Jarrold Intersport has given the sports store a complete shop re-fit and new branding, with a great line-up of brands, and outstanding levels of service.

Offering a modern ‘zoned’ shopping experience with areas for running, football and team sports, swimming, men’s fitness and women’s fitness, Jarrold Intersport also brings you improved instore services including digital gait analysis to find the correct fitting shoes, a racket restringing service,  shirt printing, cricket bat refurbishment and expert advice on everything from training with the weekly Run Club to nutrition.  The new store offers an exceptional selection of brands including Adidas, Nike, Under Armour, Asics, On, New Balance, Casall, ProTouch, Energetics and more.

Tim Shattock, Senior Trading Manager for Jarrold Intersport said: “It’s with delight that we have opened one of the very first Intersport concept stores in the UK.  We have been very fortunate to have a bespoke design created for us by Intersport design team based in Bern and help from our major brand supporters Adidas, Nike, Asics, New Balance and Speedo.  Together we have created something new, unique and literally ‘game changing’ for Norwich and Norfolk and we look forward to welcoming our sporting customers of all ages to the store in the coming weeks.”

Michelle Jarrold, development director for Jarrold said: “I am thrilled that we are able to bring this exciting new concept store to Norwich in collaboration with Intersport.  We have continued to bring our ‘serious about sport’ offer to Norfolk shoppers since we took over the highly regarded Pilch sports business 12 years ago. After careful consideration, it feels now is the right time to change the name to reflect the close association between our outstanding sports offer and the neighbouring Jarrold Department Store: together we can create a really exceptional offer for Norwich at Jarrold Intersport.”

The launch weekend saw BT Sports presenter Jake Humphrey, endurance runner Susie Chan and young athletes from the Norfolk Academy Athletes at Sportspark who starred in the Jarrold Intersport launch campaign, visit the store.

Switzerland based Intersport has more than 5,400 shops in 42 countries and is planning to expand the number of its new Intersport concept stores.

Neil Venables, GM, Intersport UK said: “We are very excited to work with one of our key members in England to bring the Intersport 2.0 strategy and retail concept store to life. This location and the Jarrold  store has always been a leading partner in the group and now we are seeing the rebranding and repositioning of the store to be a true multi-sport specialist destination embracing the Intersport mission to inspire, serve and connect with everyday athletes in the local community.”

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