Dick’s Sporting Goods unveils ‘Disneyland for outdoors’ store format
A new concept retail store that merges product, service, experience and community under one roof is set open in Victor, New York State, in March.
Dick’s Sporting Goods intends to use the store – described as ‘Disneyland for the outdoors’ – as a model for all the stores across the chain. The 100,000 square foot store will take over the old Sears site, a location chosen because of the success of the Dick’s store across Route 96 and the company’s long history in New York. Dick‘s opened its first store in Binghamton in 1948 and its 500th store in West Nyack in 2012.
Toni Roeller (left), VP In-Store Environment and senior executive in charge of the Victor outlet, said partnering with the community is a huge part of the business model. The site would provide much more than retail, including a turf field that will become a skating rink in the winter, an all-year-round climbing wall and a running track.
Dick’s plans to hire 40 full-time and 180 part-time employees before merchandise begins arriving in February. A second Dick’s store in the same format will open in Knoxville, Tennessee.