Competing with Lululemon, Dick's private label sales in the US reached $1.3 billion

Recently, Dick's of the United States launched its own brand VRST, thus entering the fiercely competitive men's sportswear market. It is reported that the brand is mainly sold on Dick's own website and independent website.

Private label sales reach $1.3 billion

Data shows that in 2020, Dick's internal brands had sales of $1.3 billion and total revenue of $9.58 billion. The company said its own brands outperformed national brands in the golf, fitness, outdoor equipment and team sports categories.

The launch of the new Dick's brand comes as the company steps up its investment in its own brands following pledges by big names like Nike and Under Armour to sell more goods directly to consumers . Adidas said earlier this month that its direct-to-consumer vertical will account for 50% of net sales by 2025.

Dick's said it hopes the VRST will help it improve its market position while competing with similar products from high-end apparel brands and specialty sportswear stores.

Men’s sportswear accounted for 45% of the total men’s apparel market last year

Lululemon has said it plans to double its men’s business in five years. Direct-to-consumer men’s casual brands such as Rhone , Tenousand and Vuori have also doubled their online marketing spending to attract new customers. Even department stores Nordstrom and Kohl’s are focusing on activewear in hopes of boosting sales.

The men’s activewear market has seen huge growth, accounting for 45% of the total men’s apparel market last year, up from 39% in 2019, according to consumer research firm NPD Group. Categories that helped drive dollar growth in the space included sweatpants (up 16% from a year ago) and sweatshirts (up 3% from 2019).

Dick's said it is making the most of current momentum to develop its brands, but the most important thing is that in the long run, it must develop more brands to meet consumer needs in order to enter a larger market.

Lululemon

USA

Dick's

Sales