Dick’s Sporting Goods is taking the athletic/ath-leisure craze one step further by launching Chelsea Collective, a specialty women’s fitness and lifestyle boutique.
The first two Chelsea Collective locations will open in August in Tysons Corner, Va., at Tysons Corner Center and in Pittsburgh, at Ross Park Mall.
Officials said the format, named after the Chelsea neighborhood in New York City for some cachet, will sell 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.”
Nike, Calia by Carrie Underwood, Lorna Jane, Spiritual Gangster and Alala are among the brands that will be sold. A significant portion of the assortment will feature footwear, accessory and beauty brands such as Brooks, Hunter Boots, Pure Vida, Le Sport Sac, Evian and Philosophy.
“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, Dick’s Sporting Goods, and general manager of Chelsea Collective.
With Chelsea Collective, Dick’s is looking to grab some of the market captured by Lululemon and Athleta. According to Dick’s, Chelsea Collective locations will operate as “small boutique shops” and focus on forming local partnerships to benefit customers. “We truly want these stores to have their own voice, their own local flavor,” explained 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 to the Chelsea Collective community.”
“The concept is spot-on, and further validates that performance wear is the only really hot part of the apparel market, women’s or not,” said Craig Johnson, president of Customer Growth Partners. “We estimate performance wear now growing at about 18 percent per year.”