Dick’s Sporting Goods has added another brand to its arsenal.
On Tuesday, the Pittsburgh-based sporting goods retailer unveiled VRST, a men’s activewear collection that will be launched in more than 400 of its stores over the next few weeks, where it will be featured prominently along with signage and photography.
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Though Dick’s has other privately owned men’s brands, this is only the second – and first men’s label – to have its own e-commerce website and digital platform and join Carrie Underwood, an active collection for women presented by the country music star , Calia joins.
The key pieces of the apparel line, which is decidedly adjustable, include a variety of commuter pants, joggers and shorts, as well as t-shirts, hoodies and quarter zip fasteners. VRST items cost between $ 30 and $ 120. The brand offers several options for inside leg and waist sizes outside of the standard sizes (small to XXL).
“The VRST line leverages our athletic apparel, technology and in-house design skills that we have built over several years,” said Nina Barjesteh, senior vice president of product development at Dick’s. “VRST not only offers sophisticated performance clothing for running and training, but also comfortable, stylish items with premium workmanship that can be worn in the city, with friends or at home during work or training.”
According to Barjesteh, VRST is the first line of sports and active underwear developed exclusively for men at Dick’s. She said the range is designed so that the guys can “run, exercise, and commute in style. VRST offers a selection of products in clothing categories including: running and premium running collections, training collections, lifestyle pants and tops, and rest and relaxation. “
She continued, “In recent years we have seen increased growth in the men’s fitness and active clothing category, which only accelerated during the pandemic. We see a clear demand for versatile garments designed for exercising, working from home and commuting with comfort in mind. It is an opportunity for us to better serve men who may already be shopping with us while attracting new customers. “
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The decision for VRST was made to have its own e-commerce website as it is a brand “that has its own identity and we believe it deserves its own moment and platform”. Going forward, VRST will use a number of marketing channels, including brand ambassadors, “recognized as workout enthusiasts and for their forward-thinking style” to promote the collection.
Although she refused to say the penetration of Dick’s private labels, she said the company had “had great success with our other Dick vertical brands like Calia by Carrie Underwood and DSG”.
Dick’s has been the beneficiary of the surge in popularity of exercise apparel and equipment since the pandemic began. In an investor presentation earlier this month, the country’s largest sporting goods retailer, which operates more than 700 Dick’s stores in 47 states, said it had a 7 percent share of the $ 120 billion market. It also owns Golf Galaxy and Field & Stream stores.
In the fourth quarter, which ended Jan. 30, sales in like-for-like stores rose 19.3 percent to $ 3.13 billion, representing a 57 percent increase in e-commerce sales. Ecommerce penetration, aided by in-store and roadside pickups, now accounts for 32 percent of total business, up from 25 percent in the fourth quarter of 2019.
Even so, the company expects a slight slowdown this year. Revenue for fiscal 2021 is estimated at $ 9.5 billion to $ 9.9 billion, with revenue in the same business falling 2 percent to 2 percent and adjusted earnings falling by $ 4.40 to $ 5.20 per share .
In addition to Calia and VRST, Dicks’ other vertical brands include DSG, Alpine Design, Top Flite, Walter Hagen and Lady Hagen, Monarch, Ethos, Quest and Nishiki.
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