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Dick’s Sporting Goods launching new private-label brand

BY Marianne Wilson

Dick’s Sporting Goods is expanding its growing portfolio of private-label brands.

The nation’s largest sporting goods retailer has launched DSG, a value-oriented athletic gear and apparel line for women, men and children (ages 4 and up). For every DSG item purchased, 1% of the purchase price will be donated to the Dick’s Sporting Goods Foundation’s Sports Matter program to help save youth sports.

“We saw an opportunity to better serve more athletes by designing quality products at a value that fits everyone,” said Nina Barjesteh, senior VP of product development at Dick’s Sporting Goods. “DSG is a brand with a purpose that is born from sport, and has something to offer every athlete, no matter their size, skill, age or budget. We look forward to supporting more athletes on every step of their athletic journey.”

Key pieces of the new brand include a variety of leggings, tanks and bras for women, along with performance tees and sweatshirts for men. The line also features an expansive assortment of apparel and products, including youth graphic tees, backpacks, lunchboxes, soccer balls, cleats and more.

Dick’s has been focusing on private brands as its looks to become less reliant on national brands such as Under Armour and Reebok.

The company has set a goal of increasing private-label sales to $2 billion.

“Our private brands will continue to be an integral part of this strategy to drive differentiation and exclusivity in our assortment,” CEO Ed Stack said during the company’s quarterly earnings call in March. During 2018, our private brands remained strong growing double digits. “As a percent of total net sales, our private brand sales increased to approximately 14% compared to 12% last year. In 2019, we expect a continued strength as our private brands will play an important role in our space allocation and assortment strategies.”

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