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5 DTCs That Opened Up Shop

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Last summer, the sporting goods store jumped into the world of physical retail by placing its stamp in Chicago, the brand’s hometown. Launching a 2,247 square-foot store, the company created a museum-like environment with tech add-ons to create an elevated shopping experience for consumers. 

“With 108 years of history here in Chicago, it was only right that we start this next chapter in our hometown,” said Joe Dudy, president of Wilson Sporting Goods Co. during the launch “Wilson is so proud to be Chicago-based, and we hope this new store brings our city that same feeling of pride in our brand.”

Like Wayfair, Wilson Sporting Goods began its journey in physical retail by launching several pop-up stores, this time tied to sporting events like the Super Bowl, College World Series, and the U.S. Open. 

At the time, the company said it would continue expanding its retail footprint with flagship stores in New York, Los Angeles, Beijing, and Shanghai. The inaugural New York store just opened at the beginning of the year. In-store services include a full-time racket stringing maestro, leather ball customization, a golf simulator, and glove personalization. 

A second NYC store, located in the Upper East Side, opened this summer. The 8,000-square-feet of retail space, across two-floors, features Wilson’s first-ever “Equipment Room,” where shoppers can rent eligible products to test before purchasing. A third NYC location is slated to open this year.

“New York continues to be a priority market for Wilson as we expand our retail footprint,” said Gordon Devin, president and general manager, Wilson Brand. “From permanent retail locations to pop-ups, we will celebrate athletes of all levels and offer them the best of Wilson, ranging from premium products to curated experiences.”

5. Karl’s Fishing & Outdoors


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