Under Armour Inc. opened its second retail door last week in Aurora, Ill., as the active brand hits a half-year of testing the direct-to-consumer concept.
After bowing its first 3,750-square-foot unit in November in the Westfield Mall in Annapolis, Md. (near its Baltimore headquarters), Under Armour opened a 6,000-square-foot shop in Fox Valley Mall in the Chicago suburb of Aurora to see how different weather and a slightly larger store would affect retail sales, according to Chris Hufnagel, Under Armour senior retail director.
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