Continuing to expand its brick-and-mortar presence, Wilson Sporting Goods opened two new stores in the Chicago area.
In addition to sportswear, both stores sell equipment for sports such as pickleball, tennis, football and more, according to details emailed to Retail Dive on Dec. 21. The suburban Oak Brook neighborhood location is 8,300 square feet, offering a full-size pickleball court and indoor putting green, along with racket stringing and laser personalization services.
Wilson’s Gold Coast neighborhood store opens as the brand’s short-term lease on Rush Street comes to an end. However, the brand noted the Rush Street store performed “incredibly well,” so the neighborhood will continue to be a priority. The latest 1,900-square-feet Gold Coast location has an expanded assortment of sportswear and more of a focus on the brand’s traditional equipment, per the email.
The company already has three New York City stores and plans to expand its footprint throughout the year.
The sporting brand has been ramping up its brick-and-mortar DTC strategy over the past couple of years. Wilson opened its second New York City store in June 2022, at which time President and General Manager of the Wilson Brand, Gordon Devin, said the city was a priority market, adding: “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.”
Expanding beyond its well-known sporting equipment such as tennis balls and basketballs, Wilson launched its first lifestyle apparel line in May of 2021.