Demix

Demix is a multiregional brand providing sportswear and equipment for training, fitness, swimming, soccer, yoga, and more. The Russian sportswear brand is owned by Sportmaster, a sports retailer in the region.

Sportmaster was previously the Russian distributor for brands such as Puma, Nike, and Speedo. Over time, they launched branded franchise outlets for suppliers like Weekender and Columbia. Retailing third-party brands became a major target for the company, which led to the establishment of its own label called Demix.

The Demix range includes about 2,200 product lines and represents 5 percent of the company’s total inventory. The Demix brand was initially launched in the Gagarinsky Shopping Mall in Moscow. In 2017, One Fine Day, a design company, created the retail strategy for Demix.