HAMPTONS SUMMER HOME: Dick’s Sporting Goods is bringing its sports aesthetic to the Hamptons for the first time this summer.
On Thursday, the retailer will open a pop-up in East Hampton showcasing its private brands Walter Hagen, Maxfli, Calia and DSG. This marks the first time the company has presented its brands in this format.
The temporary space, at 43 Park Place, will remain through Oct. 18 and will house different collections and host brand activations ranging from exclusive capsule launches to master classes over the course of the season.
You May Also Like
Related Articles
The assortment for the launch will focus on golf including men’s and women’s apparel under the Walter Hagen label along with the Maxfli golf ball brand. The 126th U.S. Open is scheduled to be played at the nearby Shinnecock Hills Golf Club in Southampton in mid-June and the pop-up will offer limited-release licensed merchandise from the tournament as well as curated pieces from VRST, Dick’s men’s apparel brand, as well as Calia’s golf collections. The store will also be the first place to sell Maxfli’s newest golf ball model: the Tour X-LS.
On July 2, the shop will transition to a “coastal, summer-inspired space” for the company’s women’s lifestyle brand, Calia. The assortment will be focused on lifestyle pieces, swimwear, fitness apparel and accessories.
And the final activation, which will kick off on Aug. 27, will be “Back to Sporthood” with a focus on DSG, its private brand for the family.
“We are really excited to debut this pop-up store in East Hampton Village and showcase our in-house apparel brands in a more curated and immersive way,” said Aimee Watters, vice president of vertical brand marketing for Dick’s. “With a rotating assortment of product all season long, we hope the store becomes a gathering place for the community, with weekly events and partnerships with local businesses that make each visit feel unique.”
There are no immediate plans to replicate this concept elsewhere. “This is the first time we’ve brought our in-house brands to life in this stand-alone, rotating format,” Watters said. “As of now, there are no longer term plans as we’re focused on creating a great experience and integrating into the East Hampton community this summer.”