Dick’s Sporting Goods is launching a chain of women’s fitness and lifestyle boutiques called Chelsea Collective. The first two stores will open next month at Tysons Corner (Va.) Center, and at Ross Park Mall, in Pittsburgh.
Named for the diverse and eclectic Chelsea neighborhood of New York City, Chelsea Collective will provide customers with a uniquely 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, according to Dick’s.
"As leaders in sporting goods and fitness apparel, we wanted to provide a destination for women who are on their own personal fitness journeys; a store where they can come in and feel part of a community that understands them and their needs," said Lauren Hobart, senior vice president at Dick’s, in a press release. The company did not reveal its further rollout plans for the concept.
The move is Dick’s bid to capture some of the surging’s women’s athletic apparel market.
Discounters, department stores like Bloomingdale’s and Macy’s, and such specialty chains as Gap Inc.’s Athleta and VF Corp.’s Lucy are battling for market share against sector leader Lululemon.
Dick’s currently operates 610 Dick’s stores, in addition to Galaxy, Field & Stream and True Runner specialty stores.
Named for the diverse and eclectic Chelsea neighborhood of New York City, Chelsea Collective will provide customers with a uniquely 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, according to Dick’s.
"As leaders in sporting goods and fitness apparel, we wanted to provide a destination for women who are on their own personal fitness journeys; a store where they can come in and feel part of a community that understands them and their needs," said Lauren Hobart, senior vice president at Dick’s, in a press release. The company did not reveal its further rollout plans for the concept.
The move is Dick’s bid to capture some of the surging’s women’s athletic apparel market.
Discounters, department stores like Bloomingdale’s and Macy’s, and such specialty chains as Gap Inc.’s Athleta and VF Corp.’s Lucy are battling for market share against sector leader Lululemon.
Dick’s currently operates 610 Dick’s stores, in addition to Galaxy, Field & Stream and True Runner specialty stores.