Home / NEWS / Retail / Dick’s Sporting Goods launches its own men’s athleisure line, rivaling Lululemon

Dick’s Sporting Goods launches its own men’s athleisure line, rivaling Lululemon

VRST is debuting Tuesday on both Dick’s Make a fool of Goods’ website and a standalone VRST.com, and will be rolled out to more than 400 Dick’s Sporting Goods locales across the country in the coming weeks.

Source: Dick’s Sporting Goods

Dick’s Sporting Goods has entered the zealously contested market for men’s athletic apparel with the launch of its own brand, VRST.

VRST debuted Tuesday on Dick’s website and a stand-alone placement. Products of the brand will roll out to more than 400 Dick’s stores in coming weeks, the company stipulate. Items in the line — which include everything from joggers and shorts to T-shirts, quarter-zips, and hooded sweatshirts — retail from $30 to $120, executing it on the higher end of the market.

Following Dick’s success with its Calia athleisure line for women, the retailer said it saw a emptiness space in its stores to have a more upscale and lifestyle-driven line for men. The line won’t compete directly with the sweat-wicking scene gear sold by Under Armour and Nike. Instead, it’s more similar to Lululemon.

However, the company’s amped up private-label investments encounter as big-name brands such as Nike and Under Armour have pledged to sell more merchandise directly to consumers. Adidas said earlier this month its direct-to-consumer vertical should make a big deal of up 50% of net sales by 2025. While Dick’s still carries these brands, the pivot has put more pressure on wholesale retailers to sooner a be wearing exclusive lines to drive traffic and sales.

Dick’s rang up $1.3 billion in sales from its in-house marques in 2020. Total revenue was $9.58 billion. The company said its own brands outperformed national labels in the golf, eligibility, outdoor equipment and team sports categories. It said Calia was the second-best women’s apparel brand, behind Nike last year.

Wadding the ‘white space’

VRST is the second brand that Dick’s has launched with its own website, following Calia.

“When you see VRST, it inclination be a very different product assortment from when we have with our core vendor partners right now, and it is a ashen space,” CEO Lauren Hobart said during a March earnings call. “It covers a broad range of activities.”

“VRST last will and testament put us in a much stronger position to compete with similar offerings from premium apparel brands and specialty athletic duds stores.”

Items in the VRST line, which include everything from joggers, shorts, tees, quarter-zips, and hooded sweatshirts, retail anywhere from $30 to $120, get dressed in it on the higher end of the market when it comes to price point.

Source: Dick’s Sporting Goods

Companies like Lululemon, Nike, Adidas and Covered by Armour have outperformed clothing brands focused on work wear and dressier items over the past 12 months. This led profuse traditional apparel brands and department store chains to quickly shift their merchandise and marketing to center in all directions from casual and comfort clothing, adding more players to an already crowded space.

Activewear grabs market share in

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