Source: Dick’s Sporting Goods PR
Dick’s Sporting Goods is holding the biggest opening of the biggest store he has ever built on Friday.
Called House of Sport, this new format has many features. The retailer’s goal was to create a space where visitors not only come to buy sneakers, but spend an afternoon with sports and other physical activities.
The space of more than 100,000 square feet is in the Eastview Mall in suburban Rochester, Victor, New York. It features an indoor rock climbing wall, golf bays, a putting green and a health and wellness shop, as well as an outdoor course and a grass field – all of which Dick’s are testing for the first time.
Dozens of big-name brands, including Yeti and Vans, have dedicated space in the store to showcase new products. They sit with Dick’s private labels DSG, Calia and VRST. Nike has the most space, including an area near the entrance to the Jordan brand mall. This is the most room Dick has ever given to Nike in a store.
Dick’s is already planning to open its second House of Sport this year in Knoxville, Tennessee.
According to Ed Stack, executive chairman, chief retailer and former CEO, more stores will open in other states in the coming years with this format.
“The vision I set out for this concept was that we wanted to build the store, … the experience that would put Dick’s Sporting Goods out of business,” Stack said in a recent interview.
“This is the biggest innovation we’ve ever done,” he said. “It’s the biggest leap forward in any concept we’ve done. And I think we got it right.”
According to Stack and Dick’s CEO Lauren Hobart, certain elements of House of Sport will slowly be incorporated into more of Dick’s current locations, based on how well they are received. The mini health and wellness app stores or the space dedicated to clamps, for example, can become features in dozens of other stores.
The company said it plans to allow local sports teams to use its field for meetings, and it has a conference room that can be booked for other types of events.
“Between the service model we use [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,” Stack said.
Here’s a look inside and out
Source: Dick’s Sporting Goods PR
Outside the shoes section, there is a space dedicated to clamps, and it contains more than 380 pairs of shoes.
Source: Dick’s Sporting Goods PR
The rock climbing wall rises 30 feet and can be booked online in advance.
Source: Dick’s Sporting Goods PR
A mini health store inside sells local juices, snacks, vitamins, yoga equipment and other wellness products.
Source: Dick’s Sporting Goods PR
In the baseball department, Dick’s has introduced batting cages with an automatic storage machine for customers to test products.
Source: Dick’s Sporting Goods PR
Next to the golf course are three virtual riding spots, which can be booked for special occasions.
Source: Dick’s Sporting Goods PR
An area of 17,000 square meters of the parking lot has been converted into a lane and grass field. Dick plans to turn the area into an ice rink during the winter.
Source: Dick’s Sporting Goods PR