Dick’s Sporting Goods (NYSE:DKS) is entering a hotly contested market for men’s athletic apparel with the launch of its own brand called VRST.
VRST debuts Tuesday on Dick’s website and a standalone VRST.com, and will roll out to more than 400 Dick’s stores in the coming weeks, the company said. Items in the line, which include everything from joggers and shorts to tees, quarter-zips, and hooded sweatshirts, retail anywhere from $30 to $120, putting it on the higher end of the market when it comes to price point.
Following the success that Dick’s has had with its Calia athleisure line for women, the company said it saw a blank space in its stores to have a more upscale and lifestyle-driven line for men. The line won’t compete directly with the sweat-wicking performance gear sold by Under Armour (NYSE:UAA) and Nike (NYSE:NKE). Instead, it’s more similar to Lululemon (NASDAQ:LULU).
In 2020, Dick’s rang up $1.3 billion in sales from its in-house brands. Total revenue was $9.58 billion. The company said its own brands outperformed national labels in the golf, fitness, outdoor equipment and team sports categories. Calia was the second-best women’s apparel brand falling only behind Nike last year
Dick’s amped up private-label investments come, though, as big-name brands like Nike and Under Armour have pledged to sell more merchandise directly to consumers. Adidas announced earlier this month its direct-to-consumer vertical should make up 50% of net sales by 2025.
DKS shares faltered $2.17, or 2.8%, to $76.13.