A new Danish sports brand is thriving with clothing for Padel
Cuera positions Padel as a lifestyle sport and has international ambitions
The Danish clothing brand Cuera specializes in clothing and accessories for Padel. After outgrowing its first store in Denmark's second-largest city, Aarhus, Cuera is now moving to larger premises in the center of the city to accommodate the increased demand.
The number of new Padel centers in Denmark reflects its increasing popularity. Ulrik Leth and Tabitha Guldbrandt Enevoldsen, the founders of Cuera, want to create a community around the sport.
The new store has four times more space than the previous store, which allows Cuera to display its clothes and equipment more optimally. The store will also have an active component, with the addition of a "mini-court" for padel bat testing and a team of qualified padel coaches to provide expert guidance.
Expanding internationally
Cuera wants to protect its brand by avoiding participating in sales at major sporting goods stores. It prefers to sell its products at suggested retail prices to maintain the brand's long-term value. Cuera focuses on brand awareness and tries to position Padel as a lifestyle sport in line with other popular sports such as cycling, yoga, and running.
Although Cuera is now expanding internationally and has business partners in several countries, including the Middle East, Southern Europe, and England, it is still in a build-up phase, where profits are reinvested in the brand's growth. Despite the challenges, Cuera has noticed a growing interest in its products, especially among women, and has seen an increase in sales both online and in-store.