Dick’s Sporting Goods President and incoming CEO Lauren Hobart provided more details about Dick’s push into the outdoor market during a Morgan Stanley virtual investor conference Wednesday morning.
The new retail concept, called Public Lands, will be a premium outdoor shop, she said.
The company believes this category “is very underserved right now and there’s significant opportunity to serve this athlete better, the outdoor explorer better,” Hobart said.
“We’re going to be talking to new and different brands, we’re going to have an elevated assortment there, more technical product, but also be available to the urban explorer for whom this is more of a lifestyle, more day trips.”
Last week, Dick’s current CEO Edward Stack, who is moving to an Executive Chairman role and will focus on developing Public Lands, described the categories the new concept will carry.
Those include camp, hike, bike, and kayaking. He said Public Lands will be in a “different niche” than REI but did not say how it would be different.
