Dick's Plans New Outdoor Concept, Public Lands, for 2021 Launch

Retail Dive | November 25, 2020

Dick's has a new outdoor concept in the works, named "Public Lands," that is set to open two stores in the second half of next year, as told by CEO Ed Stack. Its name reflects its focus, the company's chief said. "We think it's important to protect our public lands, to protect the environment," Stack said. "And this concept will really be focused on that."

An outdoor concept with a stated concern for the environment calls up REI, Patagonia and others in the space. Both of those retailers have been active in pushing for various environmental causes through advertising or other initiatives. He added that the overlap between Dick's current outdoor products and what Public Lands will house is about 20% or less. "[T]his will be more elevated equipment, apparel, footwear at elevated price points with elevated brands, elevated service."

The new store concept in Pittsburgh and Columbus, Ohio, will take over Field & Stream stores. The retailer switches its outdoor focus from hunters to campers, kayakers and other outdoor enthusiasts. While Stack said the concept was in development prior to the pandemic, social distancing has boosted sales of outdoor and camping equipment as consumers seek to travel but try to stay outside for safety.

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