Dick’s Sporting Goods grows private label portfolio

Coraopolis, Pa.-based Dick’s Sporting Goods hopes to continue racking in the sales with its latest private label collection.

The company announced that it has launched DSG, an athletic gear and apparel line for women, men and children (ages 4 and up). For every DSG item purchased, 1% of the purchase price will be donated to the Dick’s Sporting Goods Foundation’s Sports Matter program to help save youth sports.

Key pieces of the new brand include a variety of leggings, tanks and bras for women, along with performance tees and sweatshirts for men. The line also features an expansive assortment of apparel and products, including youth graphic tees, backpacks, lunchboxes, soccer balls, cleats and more.

The company has been focusing on private brands as its looks to become less reliant on national brands such as Under Armour and Reebok.

“Our private brands will continue to be an integral part of this strategy to drive differentiation and exclusivity in our assortment,” CEO Ed Stack said. “During 2018, our private brands remained strong, growing double digits. As a percent of total net sales, our private brand sales increased to approximately 14% compared to 12% last year. In 2019, we expect a continued strength as our private brands will play an important role in our space allocation and assortment strategies.”