Despite higher sales losses than any of its international competitors, Reebok India plans to open 10 more of its gym-style FitHub stores in the next 12 months.

Of its 233 branded stores in India, 145 are FitHubs, which offer footwear, apparel and accessories for fitness activities. Fifteen FitHubs have opened this year.

“We are not planning to open stores in massive numbers,” says Reebok India senior marketing director Silvia Tallon. “We want to grow in quality and not through numbers.”

To target the women’s segment, the company has taken on Bollywood actor Kangana Ranaut as brand ambassador. She launched the second FitHub store in Chandigarh.

Reebok India lost about $328 million in sales last year, and its new move comes after competitor Nike India closed about 35 per cent of its 200 stores after accumulated losses of about $81 million.