The Warehouse is taking its online adventure sports retailing business into bricks-and-mortar, by opening two new physical stores and re-branding seven existing stores, as Torpedo7.
The retailer bought Torpedo7 in April, last year, and R&R Sport, in December, and is combining them to create a multi-channel offer.
The two new stores include a 2300 square metre shop opposite the Sylvia Park shopping centre in Mt Wellington and another one in Albany.
A 10th store will open in Taupo before Christmas and the Torpedo7 website has been revamped and re-branded.
The Warehouse chief executive Mark Powell said Torpedo7 will offer New Zealanders access to high quality outdoor recreational gear at the best prices.
Mr Powell said the rebranded chain and online store will offer the widest range of outdoor adventure sports products in New Zealand and will carry brands including Icebreaker, Freedom, Camping Giant, Trek and Quiksilver.
R&R began in Dunedin in 1981 as a second-hand sports gear store but had switched to selling mostly new products by 1990. Torpedo7 began in 2004, selling mountain bike gear.
The strategy includes boosting the earnings of its other businesses, including Torpedo7, to match those of its original Red Sheds which currently contribute about 80 percent of operating profit.