Source: Dick’s Sporting Goods PR
Dick’s Sporting Goods will hold the grand opening of the largest store it has ever built on Friday.
This new format, called House of Sport, has a lot of features. The retailer’s goal was to create a space where visitors not only come to buy sneakers, but also spend an afternoon doing sports and other physical activities.
The over 100,000 square foot space is located in the Eastview Mall in the Rochester suburb of Victor, New York. It includes an indoor climbing wall, coves for golf, putting green and health and wellness shop, as well as an outdoor course and grass area – all things Dick’s is testing for the first time.
Dozens of major brands, including Yeti and Vans, have dedicated areas in the store to display new products. They sit next to Dick’s own brands DSG, Calia and VRST. Nike has the most space of all, including an area at the entrance to the mall for the Jordan brand. It’s the most space Dick’s Nike has ever given in a store.
Dick’s is already planning to open its second House of Sport in Knoxville, Tennessee this year.
According to Ed Stack, executive chairman, salesman and former CEO, more stores will open in other states with this formula in the coming years.
“The vision I set out for this concept was that we wanted to build the store, … the experience that would bankrupt Dick’s Sporting Goods,” said Stack in a recent interview.
“This is the greatest innovation we’ve ever done,” he said. “This is the biggest leap forward in any concept we’ve made. And I think we’re right.”
According to Stack and Dick’s CEO, Lauren Hobart, certain elements of House of Sport will gradually be incorporated into more of Dick’s current locations, based on how well they are received. For example, the health and wellness mini juice shops or the cleat area could become a part of dozens of other retailer stores.
The company said it plans to allow local sports teams to use its pitch for gatherings, and it has a conference room that can be booked for other types of gatherings.
“Between the service model we have introduced [House of Sport], the experiences, the games, the product … we’re really looking at this because it’s almost like starting a brand new business, ”said Stack.
Here’s a glimpse inside – and out
Source: Dick’s Sporting Goods PR
Outside the shoe department, there is a space dedicated to cleats, which can hold more than 380 pairs of shoes.
Source: Dick’s Sporting Goods PR
The climbing wall rises 9 meters high and can be booked online in advance.
Source: Dick’s Sporting Goods PR
A mini health store inside sells local juice, snacks, vitamins, yoga equipment and other wellness products.
Source: Dick’s Sporting Goods PR
In the baseball department, Dick provided batting cages with an automatic throwing machine for customers to test products.
Source: Dick’s Sporting Goods PR
There are three virtual driving bays next to the golf equipment, which can be reserved for special occasions.
Source: Dick’s Sporting Goods PR
Part of the 17,000-square-foot parking lot has been turned into a running track. Dick’s plans to convert the area into an ice rink in the winter.
Source: Dick’s Sporting Goods PR