Dick's New Strategy Starts With Trail Runners and Triathletes
- Company in process of cutting 20 percent of its vendors
- Private labels expected to top $1 billion in 2017 sales
Mannequins stand next to merchandise displayed for sale at a Dick's Sporting Goods Inc. store in West Nyack, New York.
Photographer: Craig Warga/BloombergLast month, the biggest sporting-goods retailer in the U.S. put apparel companies on notice: Dick’s Sporting Goods Inc. said it plans to cut the outside brands it carries by 20 percent and instead focus on making, selling and branding its own gear.
First up: Second Skin, a new line of high-performance gear designed for obsessive and spendy endurance athletes. “With the emergence of cross-training, obstacle-course racing, spin, running and triathlon, our customers are telling us there’s an opportunity to create a brand built specifically for the unique needs of those activities,” said Ryan Eckel, vice president of brand at Dick’s.