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Hibbett’s New E-commerce Site Goes Live As Stock Plummets

Hibbett Sports aims to enhance its omnichannel strategy with a revamped e-commerce site. The Birmingham, Ala.-based athletic apparel and footwear retailer launched a newly redesigned website Tuesday to offer customers a robust yet simplified digital experience.

The launch comes after a rough second quarter that resulted in a 10 percent decline in sales. The retailer’s stock has plummeted more than 33 percent since Monday.

“In a competitive industry, our goal was not to build just another sporting goods website,” Bill Quinn, Hibbett vice president of digital commerce. “We combined what makes Hibbett special with best in class online capabilities to come up with a differentiated online shopping experience for our customers.”

The new website incorporates dozens of consumer-friendly features ranging from easy site navigation and check-out to product suggestions and a size finder tool. Additionally, online customers have access to collective inventory from Hibbett’s distribution center, vendors and over 1,000 Hibbett Sports stores nationwide.

Features include a launch calendar that enables customers to add shoe release dates to their calendar, 360-degree views of product and a curation of stylist-approved outfits for customers to shop the look. Hibbett offers customers free shipping and free returns online or in person within 60 days of purchase.

“In a crowded industry, Hibbett Sports has been a pioneer and trusted U.S. retailer for more than 70 years,” said Jeff Rosenthal, CEO, Hibbett. “We knew that taking Hibbett online was our next step and we tapped into digital experts from inside and outside of our industry, to help us build a world-class e-commerce site with all the bells and whistles and the latest technological features to provide a great Hibbett brand experience, 24/7.”