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Dick’s Sporting Goods to Launch Women’s Fitness Specialty Boutique

Women are wearing workout gear for fitness, fun and fashion today and Dick’s Sporting Goods isn’t missing its chance to target these fitness-minded women and capitalize on the current athleisure craze.

The sporting goods retailer announced the launch of its new specialty shop concept called the Chelsea Collective, a women’s fitness and lifestyle boutique, named for the chic and eclectic New York City neighborhood.

“Chelsea Collective will provide customers with a uniquely curated assortment of apparel, equipment, footwear, accessories and beauty products, fusing fitness and fashion to serve women who are on the cutting edge of new trends and have a variety of fitness interests,” Dick’s said in a statement.

The shop will showcase big brands like Nike and Calia by Carrie Underwood and smaller, more niche lines like Lorna Jane, Spiritual Gangster and Alala. A sizeable portion of the store’s assortment will include footwear, accessory and beauty brands like Brooks, Hunter Boots, Pure Vida, Evian and Philosophy.

“As leaders in sporting goods and fitness apparel, we wanted to provide a destination for women who are on their own personal fitness journeys; a store where they can come in and feel part of a community that understands them and their needs,” said Lauren Hobart, SVP of DICK’S Sporting Goods and general manager of the Chelsea Collective. “We feel Chelsea Collective will meet and exceed this active woman’s expectations.”

And in continuing its women-only outreach, Dick’s launched its first ad spot aimed directly at women in May as part of its “Who Will You Be?” campaign and the company is expanding its floor space for women’s goods across its more than 600 U.S. traditional stores as the ladies now account for half of the shoppers in the sporting goods category.

Though Dick’s will own and operate the Chelsea Collective shops, each will act as its own small boutique focused on forming local partnerships that benefit and reward loyal consumers to create a “Chelsea Collective community,” a company statement noted.

The first of the stores will open in August at Tysons Corner Center, Virgnia and at Ross Park Mall in Pittsburgh, Pennsylvania.