CRANBERRY TOWNSHIP, Pa. (BRAIN) — Dick's Sporting Goods is expanding its reach in the cycling market with its new specialty outdoor concept stores.
Public Lands stores will carry Cannondale mountain bikes and e-bikes. They also will feature a full-service bike repair shop, and sell accessories.
In addition to cyclists, Public Lands caters to hike, camp, climb, run, ski, and paddle sports enthusiasts, or what it calls "explorers."
When asked if this was like REI Co-op, Alan Epler, Public Lands vice president of merchandising said, “We aren’t focused on any one competitor. What we are focused on is our explorer. We think that there is a tremendous opportunity to enable every explorer to get outside, explore, and push boundaries. We've built this store using insights from explorers about what they want to see in an outdoor store."
The first Public Lands opened Sept. 24 just north of Pittsburgh — a 50,000 square-foot space in Cranberry Square — with a second near Columbus, Ohio, opening later this month. Like Dick's, Public Lands will have a large e-commerce presence. Further brick-and-mortar expansion will be determined, Epler said.
While Dick's carries GT and Nishiki — along with bikes from Schwinn and Mongoose — stepping up to add Cannondale at Public Lands was a natural fit, Epler said. "Cannondale is a premium bike builder and offers high-quality bikes across multiple cycling categories. Cannondale also shares our passion for cycling and our values around togetherness, inclusivity and respect for public spaces."
Cannondale, GT, Schwinn and Mongoose are all Dorel Sports brands. Nishiki is owned by Dick's.
REI also sells Cannondale at all its stores. When REI and Cannondale announced that agreement in 2019, it marked the first time REI had been able to secure a major IBD brand it could offer at all its locations, although it had previously carried some IBD brands at selected locations.
In addition to offering bikes and gear, Public Lands said it will support local outdoor communities through conservation and access along with equity-based initiatives. Among those initiatives for cyclists will be cycling classes and events in the stores' communities, and Nishiki and GT rental bikes will be available.
"Cyclists are passionate; their love of cycling is what powers them through the endless trail, path or road, and they wear that passion with a candid exuberance," Epler said. ... "We're also looking to introduce cycling to new 'explorers' by offering cycling classes, activities and meetups that are centered around cycling."
Bike service, which Dick's Sporting Goods stores do not offer, will be an important aspect in Public Lands' rollout. Epler did not say how many techs each location will have.
"We believe that we can serve everyone," Epler said. "The mission behind Public Lands is inclusivity. Whether you are a beginner or an expert, we can outfit you, we can help educate you about the activity or the gear, and we can help introduce you to new or emerging products to try."
