Elite Eleven is opening its biggest concept store at Highpoint, marking the latest chapter in the activewear brand’s rapid retail expansion. Elite Eleven doubles down on bricks-and-mortar with its biggest store yetWhat started as a temporary pop-up during the uncertainty of COVID has become Elite Eleven’s biggest investment in bricks-and-mortar retail. Elite Eleven expects the new Highpoint store to generate more than $150,000 in sales over its opening weekend, underscoring the role physical retail continues to play in its growth strategy. Originally intended as a short-term trial, the store proved so successful that it became Elite Eleven’s first permanent retail location. Elite Eleven founders Benn Martiniello and Lisandro Paz have grown the Melbourne-founded activewear business from an online startup into a national retail brand with 20 Australian stores.