Dick’s to expand private-label collection

Dick’s Sporting Goods is expanding its collection of private-label brands to keep up with competitors, such as Under Armour and Nike.

According to a Digiday report, the company plans on expanding its Calia athletic wear label to approximately 80 stores, while also launching a new, unnamed outdoor apparel brand in the second half of this year in time for back-to-school season.

The new, unnamed brand rollout will replace the Reebok products the company current offers as part of its licensing deal that is about to end.

The Coraopolis, Pa.-based sporting goods company is setting its sales target of about $2 billion for its private-label products alone, according to Digiday.

“Our private brands will continue to be an integral part of this strategy to drive differentiation and exclusivity in our assortment,” said Ed Stack, CEO of Dick’s Sporting Goods. “The brand that we’re going to [launch] is more of an opening price point product. It will have meaningful floor space.”

To read the Digiday article, click here.