Dick’s Sporting Items Launches Personal-Label Athleisure Model

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Dick’s Sporting Goods built on the success of its women’s sporting goods line on Tuesday, launching VRST for the brothers only.

Another attempt: VRST is – like its sister brand Calia – unique for trade brands and lives on its own website. It will also land in over 400 stores in a few weeks.

  • The men’s fitness and active wear category exploded in 2020, creating new demand for more versatile sportswear, Nina Barjesteh, SVP for product development and design, told Retail Brew.
  • She said VRST and Calia deserve their own identity and platform and use multiple marketing channels.

Dick crushed the omnichannel game in the fourth quarter: stores fulfilled more than 70% of e-comm purchases by pick-up at the store or by the roadside and shipping from stores. Online sales in the fourth quarter rose 57% and now accounts for nearly a third of the business.

  • Dick’s will open 12 locations in 2021, six of which will be specialty stores.

Big picture: With Nike, Under Armor and Adidas focusing on DTC, Dick’s private labels could fill the remaining hole in the shape of a tire. It won’t be easy though, as chains like Nordstrom and Kohl’s have made advances in their free time too.

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