With Dick’s groping up on the outdoor market more than Ben Affleck by purchasing Moosejaw – resulting in a swelling presence in the camping retail markets – does this mean the problems my prior article spoke about are going to shrivel away? Will this leave Walmart’s camping and Outdoor Sports expertise flaccid? So many questions!
February 23rd, 2023 – DICK’S Sporting Goods has announced that it has reached an agreement to acquire Moosejaw, a leading outdoor retailer owned by Walmart. This acquisition will expand DICK’S outdoor portfolio and reinforce its commitment to the multibillion-dollar outdoor category. Moosejaw, founded in Michigan in 1992, has a loyal customer base, strong vendor relationships with top outdoor brands, and a passionate workforce. The acquisition will enable DICK’S to share insights and learn from each other, as well as grow the Moosejaw business and provide customers with an enhanced product selection and engaging experiences. Moosejaw CEO Eoin Comerford will report to Todd Spaletto, President of Public Lands and Senior Vice President of DICK’S Sporting Goods. The transaction is expected to close in March 2023.
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The success of Public Lands brand and the rising trend in outdoor activities prompted Dick’s to make a move; they wanted Moosejaw to further their mission. Walmart and Dick’s settled on a deal which will be finalized in March 2023. It seems to be a win-win situation as working with Moosejaw would bolster Public Lands’ outdoor expertise and gear selection while Walmart wouldn’t have to worry about integrating the two stores on their own.
With this sale, I have mixed reactions. There are some who are worried that their beloved Moosejaw would become a copy of Public Lands, others believe it will increase Moosejaw’s presence and make it more accessible. I believe DSG is seeking to capitalize on the Moosejaw name and culture, ultimately learning as much as they can before discarding it’s unique means of operation like a used up inflatable doll raft once it deflates. Time will only tell the effects the sale will have, but for now, the feeling of the future execution of Moosejaw and Public Lands remains uncertain, but optimistic.
Moosejaw, Dick’s Sporting Goods, Walmart – Brief History
- 1992: Moosejaw Mountaineering begins in Madison Heights, Michigan and becomes one of the earliest outdoor retailers to embrace online retail and marketing.
- February 2017: Walmart shook up the online outdoor retail market when they announced they’d be completing the purchase of Moosejaw, a leading online outdoor retailer based in Michigan, for a whopping $51 million. Moose Jaw carries popular brands such as Patagonia, The North Face, Marmot, Arc’teryx, and offers apparel, gear, and more for all kinds of activities from climbing and hiking to yoga and swimming. Moosejaw continued to operate as a standalone and complementary brand to Walmart’s e-commerce sites, and their extensive product lineup and expertise was supposed to help enhance the customer experience. Moosejaw’s suppliers also had the ability to expand their consumer reach thanks to Jet.com and other e-commerce sites.
- August 2018: This led to companies like Black Diamond hitting Walmart with “cease and desist” letters demanding to be removed from the “Premium Outdoor Store page,” asserting that their products had never been authorized for sale on the Walmart site.
- May 2020: Moosejaw and Walmart started their two inclusivity-focused lines – Lithic, with all the backpacking and hiking equipment, and Allforth, with both women’s and men’s apparel. This gear was meant for everyone, whether you were a seasoned pro or a newbie just starting out. By 2022, Lithic’s SKUs were becoming more and more out of stock. I contacted both Moosejaw and Walmart via email about this with little or no communication. I do believe Moosejaw indicated the Lithic social media team was on Holiday and would get back to me when they returned…
- September 2021: Amidst the pandemic, Dick’s Sporting Goods took notice as outdoor enthusiasts sought a way to spend time outdoors, Dick’s seized the opportunity. They created a brand dedicated to outdoor recreation and preservation called Public Lands. For the launch, Dick’s brought new gear, offered free outdoor classes and started donating to the national parks. DICK’S Sporting Goods, Inc. continued to expand its store presence with the opening of its first Public Lands store in Pittsburgh, PA, and another off-price store concept in Royal Palm Beach, FL. This was after ceasing the sale of most firearms in stores circa 2018, destroying many “assault weapons,” too. Remember that one, eh?
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