Dick’s Offering New Private Label Collection

DSG is available for men, women and children in a wide variety of sizes and a percentage of the proceeds go to charity.

Dick’s Sporting Goods is expanding its private label game.

The Pittsburgh-based retailer on Thursday launched DSG, an athletic apparel and gear collection for men, women and children that is intended to be stylish, affordable and inclusive and available in a wide range of sizes.

“We saw an opportunity to better serve more athletes by designing quality products at a value that fits everyone,” said Nina Barjesteh, senior vice president of product development for Dick’s. “DSG is a brand with a purpose that is born from sport, and has something to offer every athlete, no matter their size, skill, age or budget. We look forward to supporting more athletes on every step of their athletic journey.”

Key pieces of the apparel line, which is available in sizes XS-2XL, include an assortment of leggings, tanks and bras for women, and performance Ts and sweatshirts for men. There is also a wide assortment of pieces for kids that includes youth graphic Ts, backpacks, lunch boxes, soccer balls and cleats. The collection ranges in price from $15 to $40. Its promotional materials tout: “Introducing DSG. We’re made for more than just sports, we’re here for life and everything in it.”

As part of the company’s mission to help people thrive through sports, Dicks will donate 1 percent of the purchase price from every DSG item to Dick’s Sporting Goods Foundation’s Sports Matter program which works to save youth sports.

The collection is carried in all of the company’s 727 stores where it is spotlighted by new signs and images of men, women and children wearing the brand. It is also available online.

Private brands are a key part of Dick’s business. In its 2018 annual report, chairman and chief executive officer Edward Stack said, “Our private brands will continue to be integral to our strategy to drive differentiation and exclusively and they will play a prominent role in our space allocation and assortment strategies. That includes the expansion of the company’s Calia brand to 80 stores as well as the launch of DSG. Other private brands include Alpine Design, Ethos, Field & Stream, Tommy Armour and Top-Flite.

The goal, Stack said, is to reach $2 billion in private brand sales. They accounted for 14 percent of the company’s overall sales in fiscal 2018, up from 10 percent in 2016. Dick’s has annual sales of around $8.5 billion.

The retailer also carries a wide assortment of national brands including Adidas, Asics, Brooks, Nike, Under Armour and The North Face.

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