Dick’s Sporting Goods announced this Monday that it’s launching a specialty women’s fitness and lifestyle boutique. The omnichannel sporting goods retailer is naming the stores Chelsea Collective after the diverse and eclectic Chelsea neighborhood in New York City. The first two Chelsea Collective stores will be located in Pittsburgh, Dick’s Sporting Goods hometown, and Tyson’s Corner, Va., a suburb of Washington, D.C. Both stores are slated for August openings.
Chelsea Collective will offer consumers a curated assortment of apparel, equipment, footwear, accessories and beauty products, fusing fitness and fashion to serve women who are on the cutting edge of new trends and have a variety of fitness interests. The move into this new product category – athleisure – is a departure from Dick’s traditional business, which relies on “hardlines” (e.g., fitness equipment, golf clubs, hunting and fishing gear, other sporting goods equipment) to generate the lion’s share of its revenues. Furthermore, Chelsea Collective enters a crowded marketplace featuring brands such as lululemon athletica, Athleta (Gap’s yoga-focused brand), Nike and Under Armour.