Dick’s Sporting Goods partners with Macy’s store
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America’s largest department store by retail sales has announced an unexpected new partner in Dick’s Sporting Goods, a significant player in the fishing tackle retail market.
Macy’s has been expanding its customer base with its STORY concept, boutique stores-within-a-store carrying merchandise that changes every four to eight weeks.
Now it has expanded the concept by working with Dick’s to offer an Outdoor STORY, described as ‘an outdoor-inspired playground that places a focus on bringing the outside indoors’.
It is thought to be unprecedented for two retailers of this scope to team up and is founded on the basis that the two chains have largely different customer bases.
The Outdoor STORY locations will feature merchandise from Dick’s private labels – products that consumers are unlikely to have seen if they have not visited one of the chain’s stores.
The partnership brings a new category to Macy’s and expands the reach of Dick’s products, as well as driving traffic to both retailers.
Macy’s, founded in 1858, returned annual revenue of $24.8 billion as of 2017. Dick’s reportedly has around 10% of the fishing retail market in the US.