J.C. Penney has launched Fanatics shops selling licensed sports merchandise at 325 of its stores, in time to lift Father’s Day business.
The shops sell local collegiate and professional sports team merchandise for men, women and children, and represents an expansion of the business J.C. Penney has had online with Fanatics.
The Dallas-based retailer also said another 325 additional Fanatics shops will be up and running in its stores by the back-to-school season for a total of 650 shops.
“Fanatics offers fans the world’s largest collection of official sports brands, merchandise and apparel in the industry,” said James Starke, J.C. Penney’s senior vice president and head of merchandising.
The shops average 650 square feet and feature “modern fixtures, bold graphics and stylized mannequins showcasing T-shirts, sideline apparel, specialty jerseys and other items from Majestic, Fanatics, Adidas, New Era and Nike, among other brands.
There’s also an “expansive” headwear wall and “a vast” selection of fitted, flex, snapback and adjustable hats, the retailer said. The shops will be refreshed each sports season.
In major sports markets, Penney’s set up 1,300-square-foot Fanatics shops with 55-inch flat-screen televisions for marketing, an oversize headwear wall and iPads for online ordering connecting to J.C. Penney’s Sports Fan Shop on the web site.
There are some co-branded products including the Mickey Red Sox Disney T-shirt by Fanatics and the Los Angeles Dodgers and “Star Wars” T-shirt by Fanatics, both priced $34.95.
J.C. Penney said that since 2014, working with Fanatics, it’s offered nearly 300,000 licensed products spanning all major sports leagues. Among the items, the Sparo Seattle Seahawks watch and wallet set for $49.95; a Nike Crimson Tide Coaches sideline performance polo for $74.95, and a Majestic Anthony Rizzo Chicago Cubs player jersey for $119.95.