The new Dick’s House of Sports store will be located in Rochester, New York and will offer customers a hands-on shopping experience.
The news comes following an extremely positive quarter. In the period ended January 30, the brand took in $3.13bn in revenue, far exceeding Wall Street’s expectations. These results were massively boosted by the shift to home workouts due to the Coronavirus pandemic.
The new House of Sports store offering will include an outdoor field for sporting events, a rock-climbing wall, and indoor wellness spaces. Customers will also be able to gather advice from fitness experts who are on hand to help choose equipment and ensure that customers can get as much as possible out of their workouts and products.
The goal of the new store is to create a fitness community, one that entices customers to return again and again. As shopping continues to shift online, the brand is looking to create an appealing atmosphere that cannot be replicated online. A second store is already in the works for Knoxville, Tennessee, expected to open in May.
