Dick’s Sporting Goods flexes own brands in stores

Dick’s Sporting Goods may have expanded its line of own brands recently with the launch of VRST, a men’s athleisure apparel brand, but the retailer is clearly expanding its overall store brand presence, too.

A stop inside a large Dick’s Sporting Goods store in Rockford, Ill., last week revealed main floor concept shops each dedicated to its store brands — a location in the store normally reserved for such major brands as Nike or Under Armour. In this store, VRST, DSG for both men and women, and the exclusive line Calia by Carrie Underwood each received large dedicated sections in the center, main floor area, screaming out to all shoppers who entered.

The merchandising included large graphics, header signage on clothing racks, beautifully lit mannequins and even an oversized VRST logo.

The sporting goods chain gave its store brands top-shelf, heyday department store treatment.

In its latest investor call, the retailer also spotlighted a new concept store called Dick’s House of Sport, a veritable 100,000-sq.-ft. adult play space with a rock-climbing wall, batting cage and an outdoor turf field with running track to host sporting events year-round. It'll be interesting to see as the retailer broadens its store experience how much its own brands will grow with it.