Under the Hood of Under Armour's Growing Business Segment

Under the Hood of Under Armour's Growing Business Segment

The performance apparel and fitness app company, Under Armour (NYSE: UAA)(NYSE: UA), reported in its most recent quarter that its direct-to-consumer business grew 20% to $386 million or 35% of the total revenue for the quarter. This business is made of three distinct concepts; e-commerce and digital, Brand House retail stores, and Factory House outlet stores.

The company doesn't split out out the details of this business segment, and I've been critical of Under Armour's lack of transparency in this area, especially since it is a key growth driver for the company. Let's dive under the covers as to what is behind each of these concepts and how they contribute to Under Armour's overall strategy.

Under Armour's 25,000 square foot Brand House store in downtown Chicago. Image Source: Under Armour

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Source: Fool.com