Dick’s Sporting Goods is doubling down on two popular sports: golf and soccer. It’s also expanding its warehouse store format.
The nation’s largest sporting goods retailer, which is set to unveil a new concept, House of Sport, will debut nine redesigned Golf Galaxy locations this month, as well as expanded technology offerings in 62 additional locations in select cities nationwide. More remodeled sites will open later this year. (As of January 30, Golf Galaxy operated 98 stores.)
The redesigned Golf Galaxy stores are designed to offer golfers of all levels an immersive golf experience, and will include state-of-the-art hitting bays, custom fittings and golf lessons from certified PGA and LPGA professionals. The merchandise mix is made up of equipment, apparel and footwear from top golf brands .
“We are incredibly bullish on the golf business," president and CEO Lauren Hobart said on the company’s fourth-quarter earnings call. "It has remained strong through the pandemic in the warm weather markets and still strong nationally across the board. We are very well positioned to capitalize on increased participation and other favorable trends.”
In addition, Dick’s has opened experiential in-store soccer shops in 34 locations (list at end of article). The retailer said the shops will offer more premium product and a high level of service from in-store soccer experts who are specially trained to help customers find the equipment they need and the right fit. The shops will feature such in-store elements as soccer trail cages, licensed jersey cubes and an updated cleat shop.
The company is also expanding its Dick’s Sporting Goods Wareouse Sale format with the opening of a store at Afton Ridge, Concord, New Hampsire, and one at Colin Creek Shopping Center, Plano, Texas. The stores offer deep discounts with “hundreds” of items marked 70% off or more.