MADISON, WI (BRAIN) — Specialty retailer Endurance House announced Friday that it has finalized a franchise agreement with the newly formed company Karpe Diem LLC to open three stores in the Atlanta, Georgia, metro area within the next four years. The stores will also be the company’s first to open in the eastern United States.
“We’re very excited to have completed this latest deal, as it will give us a presence on both coasts,” said Endurance House Co-Founder Jamie Osborn. “With pins now in the map in Atlanta, Denver and San Diego, all big markets hosting many endurance events each, we’ll gain excellent exposure to the general population and more importantly to triathletes and other endurance sport participants who convene there.”
Endurance House is a growing chain of retail stores catering to experienced triathlon, Ironman and marathon competitors, as well as runners, walkers, swimmers and cyclists of all skill levels. The company has two stores in Wisconsin where the brand was founded, and two more that will open soon in Westminster, Colorado, and Oceanside, California. The Atlanta agreement is the Endurance House’s first multi-store franchise deal.
“Triathlon is growing fast, especially in the southern United States where weather conditions are conducive to year-round events,” said Osborn. “There are a ton of clubs, races and general interest for the sport in that region. With its super-dense population, great infrastructure and the favorable weather, Atlanta can support several brick-and-mortar concepts in our channel and we're excited to be part of the fray. We feel strongly that we’ll rise to the top of the segment there.”
Karpe Diem LLC is in the process of selecting properties for the three stores and plans to open the first in February 2014.