In Cranberry Township, Allegheny County. The store will be dedicated to the Field and Stream hunting and fishing product line and cater to outdoorsmen. Too bad they alienated half of them with their stance on modern sporting rifles. Will probably be a pretty nice store.
Dick's to Open First Field & Stream Store in Pennsylvania
SportsOneSource Media Posted: 1/30/2013
Dickís Sporting Goods has applied for a building permit to convert a former Dickís store in Cranberry, PA to a store operating under the Field & Stream banner in what appears to be the retailerís latest specialty retail spin-off, according to a report on triblive.com, the online news outlet for several Philadelphia area newspapers.
Field & Stream Licenses announced in September it had agreed to sell Dickís Sporting Goods the intellectual property rights to the Field & Stream trademarks in the hunting, fishing, camping and paddle categories. Previously, Field & Stream had licensed these categories to Dick's on an exclusive basis.
Dickís moved its Dickís Sporting Goods store in Cranberry to a larger space in that town in October. Cranberry is located nearly two hours north of Dickís Sporting Goods headquarter in Findlay, PA, just northwest of Pittsburgh.
Last summer, Dickís opened its first True Runner specialty store near Pittsburgh. True Runner caters to running enthusiasts.
The portion I've highlighted in bold is the key to this story. When a company "licenses" a trademark, it's about brand name more than it is about quality . It doesn't mean the goods produced with the "Field and Stream" name will be the same quality as previously. This is a way for the owner of the intellectual property rights (in this case the name "Field and Stream") to extend it's brand further into the mass market.
It's a clear change in direction for the brand, and we don't know yet what else will change. The quality can decrease in order for the merchandise to reach price points that will move the merchandise in volume. The factories that make the goods might change, since the licensee will now have more control over production of the merchandise. The fabric content in the clothing, the features, the fit -- all of this can change. Certainly Dicks and Field and Stream expects this to make more money for them. Whether it will be good for the consumer remains to be seen. As in almost everything, time will tell.
To me, this looks like a way for Dicks to further penetrate their market with a different approach than other companies are using. I look forward to seeing what they do with this direction.
What I've said is not meant to denigrate Dicks or Field and Stream in any way. I have some Field and Stream clothing I bought from Dicks several years ago. It hass held up well. I wear it a lot and I like it a lot. I hope Field and Stream continues to measure up to what it has been.
With the change The spinoff of the True Runner
specialty store near Pittsburgh is probably a precursor to this new direction for Field and Stream. Outdoorsmen and women will feel more at home without fighting their way through treadmills and tennis togs to get to our sporting goods.
Incidentally, since Dicks is headquartered in the Pittsburgh area, I'd bet a good number of their employees are members of HPA.