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05/05/2021

Dick’s Sporting Goods Expands New Store Concepts

Dick’s Sporting Goods is expanding and introducing new experimental store concepts, including in-store interactive experiences and an off-price brand.
Dick's storefront

The sporting goods retailer is joining other high-profile brands in adding an off-price concept brand, called Going, Going, Gone! Two new off-price locations will be introduced in May, the company announced, as well as one Dick’s Sporting Goods location in Northridge, California, and one Warehouse Sale location. The new locations will bring Dick’s up to 731 stores in 47 states.

Within its stores, Dick’s is mixing it up with new experimental Soccer Shops inside six current Dick’s stores. In addition, Dick’s is introducing six redesigned Golf Galaxy locations and expanding technology offerings in eight other Golf Galaxy stores in select cities. The new designs will add 110 jobs, including full-time, part-time and temporary associates for the stores, Dick’s announced. 

Executive Summary

The most exciting innovation in Dick’s announcement is the debut of its off-price store, offering “surprising” deals on unique finds in footwear and apparel. During the Covid-19 pandemic, cost-conscious shoppers became even more eager for a deal, making the brand’s debut perfectly timed with the re-emergence of shoppers.

 

The expansion comes on the heels of Dick’s other huge concept store--Dick’s House of Sport, which opened April 9. The House features a number of sports attractions--from a track to a rock-climbing wall and batting cage--that aim to make it a place that not only sells sports equipment and apparel, but also one that hosts sporting events. 

The Going, Going, Gone! Stores, located in Avon, Indiana, and Monroeville, Pennsylvania, are both scheduled to open May 28.

Dick’s Sporting Goods Warehouse Sale offers products 70% or more off of regular retail prices. The savings are short-lived, however, since Dick’s is introducing the warehouse sale as a pop-up-style experience for shoppers in New Orleans, beginning May 12. The pop-up-style sale could potentially help Dick’s sell off any pent-up apparel or footwear stock from the Covid-19 pandemic.

Within stores, the new Golf Galaxy redesigns will include an immersive experience for golfers of all levels, with TrackManTM and BioMechTM Golf technologies, state-of-the-art hitting bays, custom fittings, golf lessons from Class A Certified PGA and LPGA Professionals, as well as equipment, apparel and footwear from brands such as Callaway, TaylorMade, PING, Titleist, Nike, adidas, Under Armour, PUMA and more.

Dick’s is also aiming to transform some of its stores to offer soccer expertise, with in-store specialists trained to help customers find the exact right fit for their cleats. The Soccer Shops will see an elevated cleat shop and more licensed jerseys in select locations, Dicks announced.