DICK'S Sporting Goods Inc. (DKS), moving forward with its aggressive store expansion strategy, is set to unveil a new store at Coddingtown Mall in Santa Rosa, CA.
This store will mark DICK'S Sporting’s 39th outlet in California and increase the company’s overall store count in the country to 604. The celebrations to mark the opening of this new store will commence on Feb 6 and extend over the weekend.
The store offerings will include over 40 suitable in-store services provided by DICK'S certified PROS in sports and outdoor specialties like Golf, Bike and Fishing. Moreover, the new locations will house Under Armour Inc. (UA) and Nike Inc. (NKE) shops. It will also include athletic clothing and footwear along with the latest equipments for team sports, fitness, camping, hunting and fishing.
In order to attract customers to its new stores, during the celebration period, DICK’S announced a range of lucrative giveaways.
The company will distribute free Reebok Play Dry T-Shirts to the first 100 people in queue on the opening day. Also, the early birds will get an opportunity to open the DICK'S Sporting Goods Gift Locker on all three days. Moreover, on Saturday and Sunday, it plans to give away free Mystery Gift Cards worth $5–$500 to the first 100 adults in line.
Additionally, to lure customers, the company has invited San Francisco Giants second baseman Joe Panik to make a special appearance at the new Santa Rosa store on Saturday.
Management is optimistic about the new store, which, with its quality product offering and highest level of services, is likely to improve the company’s relationship with present customers and at the same time attract new ones.
We believe that the full-line sporting goods and apparel retailer will benefit from its in-store action and online growth strategies. The company’s in-store remodeling efforts, launch of shop-in-shop facilities and recruitment of more competent sales personnel have continually boosted its top line. Furthermore, the company is aggressively enhancing its eCommerce capabilities to increase sales as well as market share in online retailing.
DICK’S currently carries a Zacks Rank #3 (Hold).
A better-ranked stock in the same industry is CST Brands Inc. (CST), carrying a Zacks Rank #2 (Buy).
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