Dick’s Sporting Goods Inc. is upping its efforts to appeal to the female shopper.
The company — which launched the female-centric Calia by Carrie Underwood line earlier this year — announced today the debut of Chelsea Collective, a specialty women’s fitness-and-lifestyle boutique.
The first two Chelsea Collective locations will open in August 2015 in Tysons Corner, Va., at Tysons Corner Center and in Pittsburgh, at Ross Park Mall, the firm said in a release.
“As a leader 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, SVP of Dick’s Sporting Goods and GM of Chelsea Collective, in a release. “We feel Chelsea Collective will meet and exceed this active woman’s expectations.”
While owned and operated by Dick’s Sporting Goods, Chelsea Collective — named after the Chelsea neighborhood in New York City — will operate as small boutique shops, Dick’s said.
“We want these stores to have their own voice, their own local flavor,” said Hobart. “We’re hiring experts – associates who live for the latest fitness and fashion trends, who buy and use the products this store offers and who will be a sought-after resource for the Chelsea Collective community.”
The stores will feature smaller, niche brands such as Lorna Jane, Spiritual Gangster and Alala and larger brands such as Nike and Dick’s exclusive Calia by Carrie Underwood line.
A significant portion of the store’s assortment, Dick’s said, will be comprised of footwear, accessory and beauty brands, including Brooks, Hunter Boots, Pure Vida, Le Sport Sac, Evian and Philosophy.