• September 30, 2009

Modell's Sporting Goods is opening a new prototype this week, and Women's Wear Daily reports it in its first update in more than 15 years.

"Consumers want a convenient and compelling shopping experience. Those are our two catchwords," Seth Horowitz, president of Modell's, tells WWD. The prototype has delineated "category shops" to reduce clutter, more seating, and wider aisles.

The project reportedly reflects 24 focus groups, 12,000 consumer e-surveys, and accompanying 200 shoppers through the stores, all in the last 12 months.--Sarah Mahoney