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Dick's Sporting Goods, Inc.
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About Dick's Sporting Goods, Inc.

Dick's Sporting Goods sells a full range of sports and outdoor merchandise, from A (adidas cleats) to, uh, Y (Yeti coolers). The company's some 730 namesake stores across the US feature sporting goods, apparel, and footwear for leisure pursuits ranging from football, golf, and cycling to hunting and camping. In addition to well-known brand names, Dick's carries exclusive brands such as Walter Hagen, Second Skin, and Top-Flite. The company also operates about 95 Golf Galaxy and some three dozen Field & Stream stores, as well as associated e-commerce sites.

Operations

Dick's reports through three primary merchandise categories: hardlines, apparel, and footwear. Hardlines, which includes equipment and gear, is the largest segment and accounts for about 45% of sales. Apparel and footwear bring in about 35% and 20%, respectively.

The company purchases merchandise from some 1,200 vendors, including Nike (its largest), which represents nearly 20% of the total. Beyond Nike and other well-known national and international brands, it sells products under its private-label brands such as Cobra (youth golf sets), Field & Stream, Fitness Gear, Lady Hagen, and Quest. Dick's own brands contribute about 15% of sales.

Geographic Reach

Dick's has a total of about 860 stores in 45-plus US states; its largest markets are California, Florida, New York, North Carolina, Ohio, Pennsylvania, and Texas, which together account for nearly 40% of total stores.

It also has distribution centers in Goodyear, Arizona; Atlanta, Georgia; Plainfield, Indiana; Conklin, New York; and Smithton, Pennsylvania and a customer support center in Coraopolis, Pennsylvania.

Sales and Marketing

Dick's generates about 85% of sales through its network of retail stores, with the remainder coming from its e-commerce sites. The company is focused on developing its omni-channel offering, designed to serve customers however they prefer to shop -- in stores, online, or through a combination of both.

It markets its products through traditional channels, such as newspaper and direct mail pieces, but is increasingly moving toward digital and personalized appeals, enabled by its customer marketing database and ScoreCard loyalty program. Its Dick's Team Sports HQ business is a digital platform for youth sports meant to cultivate current and future customers.

Dick's spent $322 million on advertising in fiscal 2018, compared to $330 million in 2017 and $305 million in 2016.

Financial Performance

Dick's has seen robust growth over the past decade with revenue nearly doubling during that time as it expands its network of stores. Net income has generally grown over those 10 years but has been a little more sporadic.

In fiscal 2018 (ended January 2019), the company reported revenue of $8.4 billion, down 2% from the prior year. Same-store sales fell 3% that year amid declines in the outdoor equipment and electronics categories, as well as the hunt category, which has been hurt by the company's decision to no longer sell assault-style firearms. New stores, which have been powering Dick's for several years, were not enough to offset the same-store sales decline.

Net income also fell that year, declining 1% to $319.9 million primarily because of the drop in revenue.

Cash at the end of fiscal 2018 was $113.7 million, an increase of $12.4 million from the prior year. Cash from operations contributed $712.8 million to the coffers, while investing activities used $198.2 million for capital expenditures. Financing activities used another $502.1 million for dividends to stockholders and Dick's stock repurchase program.

Strategy

Dick's is operating in a highly competitive, tough retail environment at a time when foot traffic in stores is on the decline as more consumers turn to Amazon and other online destinations for purchases. For that reason, the company has made improving its omni-channel and e-commerce capabilities a key element of strategy, alongside more traditional initiatives such as expanding its store network and boosting sales of its private-label brands.

E-commerce sales as a percent of total revenue grew about 2.5% in fiscal 2018 (to 15%), considerably better than the less than half a percentage point of growth the previous year. In 2019 Dick's is looking to improve its shipping and fulfillment functions (with new fulfillment centers in New York and California) and provide faster online checkout, improved page responsiveness, and new content.

Dick's also continues to expand its store network, although at a slower pace; it has plans for seven new Dick's Sporting Goods locations in 2019 and two new Golf Galaxy stores. The company is hoping to expand in markets left underserved by competitors such as Sports Authority who have gone out of business or entered bankruptcy. It has added more than 200 locations since fiscal 2013.

Lastly, Dick's continues to focus on its private-label brands, which it feels is a differentiator and competitive advantage. The growth of the private-label business outpaced the company average in fiscal 2018 when it hit nearly $1.2 billion in sales. The company expects private brands to outpace the average again in 2019 as it invests in marketing, design, and technology behind key brands such as CALIA; it also plans to introduce new private brands.

Company Background

Dick's was founded in 1948 when Dick Stack, father of company chairman and CEO Edward Stack, opened a bait and tackle shop. Edward joined the business full-time in 1977 and became CEO in 1984, when the company only had two locations. 

In 1999 the company changed its name from Dick's Clothing and Sporting Goods to Dick's Sporting Goods. It went public in 2002.

Dick's Sporting Goods, Inc.

345 COURT ST
Coraopolis, PA 15108-3817
Phone: 1 (724) 273-3400

Stats

Employer Type: Publicly Owned
Stock Symbol: DKS
Stock Exchange: , NYSE
Vice Chairman: William J. Colombo
President: Lauren R. Hobart
Chairman and CEO: Edward W. Stack
Employees (This Location): 275
Employees (All Locations): 40,700

Major Office Locations

Coraopolis, PA

Other Locations

Alabaster, AL
Birmingham, AL
Cullman, AL
Daphne, AL
Dothan, AL
Florence, AL
Huntsville, AL
Mobile, AL
Montgomery, AL
Opelika, AL
Oxford, AL
Tuscaloosa, AL
Conway, AR
Fort Smith, AR
Hot Springs, AR
Chandler, AZ
Gilbert, AZ
Glendale, AZ
Goodyear, AZ
Peoria, AZ
Phoenix, AZ
Prescott Valley, AZ
Scottsdale, AZ
Tempe, AZ
Tucson, AZ
Brea, CA
Cerritos, CA
Chico, CA
Chino, CA
Clovis, CA
Daly City, CA
Dublin, CA
El Cajon, CA
Elk Grove, CA
El Segundo, CA
Escondido, CA
Fairfield, CA
Folsom, CA
Fremont, CA
Fresno, CA
Glendale, CA
Hayward, CA
Huntington Beach, CA
Ladera Ranch, CA
Laguna Hills, CA
Lodi, CA
Modesto, CA
Moorpark, CA
Morgan Hill, CA
Murrieta, CA
Newport Beach, CA
Oceanside, CA
Palm Desert, CA
Pasadena, CA
Petaluma, CA
Pleasant Hill, CA
Pleasanton, CA
Redding, CA
Roseville, CA
Salinas, CA
San Diego, CA
San Jose, CA
San Luis Obispo, CA
Santa Clarita, CA
Santa Maria, CA
Santa Rosa, CA
Stockton, CA
Turlock, CA
Tustin, CA
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Victorville, CA
Visalia, CA
West Covina, CA
Yorba Linda, CA
Aurora, CO
Brighton, CO
Broomfield, CO
Colorado Springs, CO
Englewood, CO
Lakewood, CO
Littleton, CO
Longmont, CO
Loveland, CO
Thornton, CO
Westminster, CO
Canton, CT
Danbury, CT
Lisbon, CT
Manchester, CT
Meriden, CT
Milford, CT
Newington, CT
North Haven, CT
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Plainville, CT
Waterford, CT
Washington, DC
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Canton, MI
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Novi, MI
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Rochester Hills, MI
Roseville, MI
Saginaw, MI
Taylor, MI
Troy, MI
Utica, MI
Westland, MI
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Plymouth, MN
Richfield, MN
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Waite Park, MN
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Jefferson City, MO
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Grove City, OH
Heath, OH
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North Olmsted, OH
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Springfield, OH
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Bend, OR
Gresham, OR
Happy Valley, OR
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Lake Oswego, OR
Medford, OR
Portland, OR
Salem, OR
Tigard, OR
Allentown, PA
Altoona, PA
Bastrop, PA
Baxter, PA
Berwyn, PA
Bloomington, PA
Boise, PA
Chambersburg, PA
Chandler, PA
Chula Vista, PA
Collegeville, PA
Columbus, PA
Coraopolis, PA
Cranberry Township, PA
Cullman, PA
Davenport, PA
Downingtown, PA
Easton, PA
El Paso, PA
Erie, PA
Fairless Hills, PA
Friendswood, PA
Glen Allen, PA
Greensburg, PA
Hanover, PA
Harrisburg, PA
Homestead, PA
Huntsville, PA
Independence, PA
King Of Prussia, PA
Lake City, PA
Langhorne, PA
Mesquite, PA
Miami, PA
Monaca, PA
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Quincy, PA
Reading, PA
Reno, PA
Richmond, PA
Sacramento, PA
Saint Petersburg, PA
San Diego, PA
Seattle, PA
Selinsgrove, PA
Smithton, PA
State College, PA
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Tarentum, PA
Thousand Oaks, PA
Troy, PA
Uniontown, PA
Valley Stream, PA
Washington, PA
West Mifflin, PA
Whitehall, PA
Wilkes Barre, PA
Willow Grove, PA
Wooster, PA
York, PA
Smithfield, RI
Warwick, RI
Bluffton, SC
Charleston, SC
Columbia, SC
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Mount Pleasant, SC
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