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Dick's new concept goes after Lululemon

Written by George Anderson

Yoga pants are big business and Dick's Sporting Goods wants in on it. The retailer, which operates 612 stores, has announced it will open two new specialty women's fitness and lifestyle boutiques next month under its new Chelsea Collective concept.

"The line is continuously blurring between athletic wear and what every day causal clothing has become," Lauren Hobart, senior vice president at Dick's Sporting Goods and general manager of the new Chelsea Collective concept, told Fortune. "This customer has replaced jeans with athleisure. I view this as a space that is only starting to explode."

The first two Chelsea Collective boutiques will open at Tysons Corner Center in Tysons Corner, VA and in Pittsburgh at the Ross Park Mall. The stores will feature leading athletic wear brands, including Nike and Calia by Carrie Underwood, as well as many other footwear and beauty brands.

As with rivals such as Lululemon, Chelsea Collective plans to focus on customer service as a means to profitably connect with consumers.

Athleisure
Source: Chelsea Collective

"We truly want these stores to have their own voice, their own local flavor," Ms Hobart said in a statement. "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."

As a Tribune-Review article points out, Dick's is not new to operating concepts beyond its flagship business. The company currently runs Golf Galaxy and Field & Stream as standalone concepts among its portfolio of retail banners.

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