Dick's To Debut New Retail Concept In Pennsylvania Next Year

PENNSYLVANIA — Dick's Sporting Goods plans to test a new retail concept in Pittsburgh and Columbus in 2021. Public Lands, a new outdoors store, will replace Field & Stream locations at one store in each of those cities.

Outgoing Dick's CEO Ed Stack said in a recent conference call with analysts said the company was developing the concept before the coronavirus outbreak. But with more people involved in outdoor activities since the pandemic began, Stack said the arrival of the new store-within-a store is even more timely.

"We think there's a real opportunity from people getting outdoors, camp, hike, bike, kayaking, fishing,," Stack told analysts. "It'll be different than what you would see with REI and carve out a different niche. But we're really excited about this, the research we've done about this."

Stack said the product overlap between existing Field & Stream and Public Lands would be 20 percent or less.

"Dick's from an outdoor category, our camping category is we're really a bit more backyard camping if you will kind of day camping. This will be much more elevated," he said. "This will be more elevated equipment, apparel, footwear at elevated price points with elevated brands, elevated service."

The Public Lands stores are expected to open by next fall. Stack did not identify which Pittsburgh location will test the concept.