Dick’s takes on a small-format concept

Dick’s Sporting Goods announced a test concept (Chelsea Collective) dedicated to yoga and fitness wear in a small-format concept. While the length of the product life cycle for “athleisure” is uncertain in length, it’s worth a shot, as I discuss on today’s RetailWire forum:

It’s a worthwhile experiment for Dick’s to try a small-format store dedicated to the growing “athleisure” business. There are plenty of customers for yoga and fitness apparel (whether for use at the gym or on the street) who would rather not shop for it in a big-box store among the golf clubs, elliptical machines and so forth. It’s also a chance for Dick’s to take a high-margin concept to the mall or lifestyle center…although it will find plenty of competition between Lululemon, Athleta and others in the same space.


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