Private Label Provides Growth Opportunities At Academy Sports + Outdoors
Growth is the focus at Academy Sports + Outdoors. The sporting goods retailer continues expanding its total square footage with store openings across the U.S. Inside its stores, growth can also be seen with the retailer’s assortment of private label products that account for approximately 22% of its business.
One of its flagship brands is Freely, which launched in 2021 to fill the void of offering “better” products for consumers that also offer a strong value. The line includes a variety of products for women and girls.
Lori Fike, senior vice president and general merchandise manager with Academy Sports + Outdoors, spoke with Store Brands about the recent expansion of Freely and the retailer’s efforts to utilize its private label assortment to provide shoppers with quality products at a value.
STORE BRANDS: What are some of the new developments with the Freely brand?
LORI FIKE: When we launched Freely in 2021, we did so with the goal of filling white space we felt we had on the floor when we were offering products to her. When we launched the line we did so just in women’s. Since then, we have added plus sizes and girls' sizes to the line, added swimwear last year and this year added an accessories line. Our other notable addition this year is a new commuter line that we’re calling our Court line.
"One of the great things about our private brands is we deliver outstanding value to our customers. We know as their wallets are being stretched a bit, we have these great private brands that offer great everyday value."
— Lori Fike, Academy Sports + Outdoors
STORE BRANDS: The new accessories and the Commuter line, are all these products designed for women?
FIKE: Yes, all of the new products in Freely are for women and girls. With the Commuter line, there are some great products. One of my favorites is the Metro Pants. They offer a cool look and I wear them frequently. (The Metro Pants are made from nylon and spandex that offer front and back pockets. The price is $29.99.)
STORE BRANDS: When developing products for Freely, was it a challenge to develop items that were different from products already on the market from well-known national brands?
FIKE: When you walked our floor prior to having Freely, we had a great private brand, BCG, which is more of an opening pricepoint line that speaks more to the athletic side of the business. Plus, we also had products from several national brands. But we didn’t have anything in between. BCG is the “good” in our good/better/best assortments, and the national brands tend to be more on the “best” side. We were missing that “better” or middle space and that is what made us go after (Freely).
STORE BRANDS: How did the Academy shopper respond to the new brand when it was launched?
FIKE: We were pleased with Freely from the get-go. We brought in new products for her and when she was shopping in our stores she could find something for her that was new and exciting. Our team developed the new line with a lot of mix-and-match pieces. This allowed shoppers to pick up a couple of tops and bottoms and mix them. I think our female shoppers have fun putting together the different combinations.
STORE BRANDS: When developing products for Freely, what was done to make sure the items stood out and differentiated from other products already available?
FIKE: We had a vision of what the brand should be and what it should stand for. From the beginning, we knew that we wanted something that would be comfortable and something that could be worn at the gym and then when meeting a friend for coffee. As we began to develop products, we looked at our BCG and Magellan (own) brands to make sure we were not duplicating anything.
STORE BRANDS: As Freely expanded, what were the inspirations behind the new products?
FIKE: When we launched Freely, it was great right out of the box and our customers reacted well to the brand. We took a conservative approach when launching with a focus on what we felt were tried and true products. When the line got such a great reaction we started thinking about what else we could do. What else does she want? What is missing in her closet that Freely could offer? That’s how we go to the Commuter line. We wanted to provide products that were comfortable for the office and for travel.
STORE BRANDS: Recently, Academy Sports + Outdoors held Camp ASO where a select group of influencers was invited to learn more about the retailer and test the new private label offerings. Why was this event important to Academy?
FIKE: We invited some female influencers to have a fun summer camp experience that was developed by women for women. We had sent them some products ahead of time and also had products at the event. It was interesting to see what item each gravitated to and we got feedback on the products throughout the event. The event allowed each person to come in and choose products and try different things throughout the event.
STORE BRANDS: When looking at Academy’s broad selection of private brand products, are customers turning to these items to save money, or are they finding better values and something unique?
FIKE: Our customers are doing both. One of the great things about our private brands is we deliver outstanding value to our customers. We know as their wallets are being stretched a bit, we have these great private brands that offer great everyday value. I would also tell you when there is newness out in the market, they like that too. They want to make sure they have some of the new stuff in their wardrobe as well.
STORE BRANDS: How have the private label product development efforts evolved at Academy in recent years?
FIKE: We are constantly evolving. With Magellan, our number one private brand, we’re always asking how to make it better or if anything is missing. That’s how Freely came about. We're constantly out there looking to see if there's anything that we need to develop or anything that we need to do differently to augment our current private brand.