Dick’s Planning New Women’s In-Store Shops

Dick’s Sporting Goods (Coraopolis, Pennsylvania) will open shops-in-shops targeted to women in its existing retail locations. In a recent conference call with busines analysts, Dick's ceo Ed Stack explained that women's athletic wear (followed by youth apparel and footwear) has the most growth potential of any sporting goods segment.

According to Business Insider, the concept will feature “colorful walls of sports bras, vibrant tables filled with color coded tees/tanks, and racks organized by specific needs, like running jackets and yoga pants.”

With the advantage of partnerships with brands like Nike and Under Armour, Dick’s hopes to gain some share of the women’s athletic market from successful brands such as Lululemon Athletica and Gap's Athleta.