Dive Brief:
- Macy's has sealed a long-term partnership with Fanatics, boosting its online fan gear offering by almost 20 times. This marks the biggest selection of licensed sports merchandise ever offered by a department store.
Dive Insight:
Macy's Collaborates with Fanatics: Retail Colossus and Sports Merchandise Giant Form Unique Partnership
Sports enthusiasts now have more avenues to flaunt their team spirit at Macy's.
The alliance with Fanatics beefs up Macy's fan gear, apparel, and hardgoods collection, encompassing major leagues like the NFL, NBA, MLB, NHL, and more. Prominent brands such as Under Armour, Adidas, Nike, and New Era are part of this expanded range.
What's more, Macy's will stock championship merchandise and real-time products designed on-demand.
In the past, Fanatics has collaborated with other department stores, like J.C. Penney, where they launched team apparel shops in 2018. J.C. Penney's active Sports Fan Shop on its website is still known as A Fanatics Experience.
Fanatics has been scoring major fundraising victories recently. In March 2021, they raised $320 million, and by August of the same year, they had secured another $325 million, valuing the company at $18 billion. Their aspirations extend beyond retail commerce, reaching into gaming, sports betting, and media.
Between 2018 and 2021, Fanatics has acquired companies like Top of the World, a college headwear brand, and WinCraft, a sports merch company. In December, they partnered with Lids and Barnes & Noble Education to assist with college websites and bookstores.
Macy's, meanwhile, has been venturing into new product categories and teaming up with popular brands like Toys R Us to revamp its merchandise selection.
The Unsaid:
Fanatics has been making a name for itself in the retail sector, inking strategic partnerships and key acquisitions since 2018. One of their most notable collaborations was their NFL Football x Football Collection, combining American football aesthetics with soccer-style soccer club jerseys. This creative partnership emphasizes Fanatics' innovative approach to sports merchandise. In addition, their significant fundraising rounds likely support their growth initiatives in the retail and sports merchandise sectors.
In the last few years, Fanatics has made several strategic acquisitions to broaden its offerings and market reach. Although specific details about their acquisitions from 2018 to 2021 are not readily available, it is likely they have pursued such moves to incorporate new technologies and expand inventory and distribution capabilities.
- In the realm of education, Barnes & Noble Education might consider implementing AI technology to enhance student experiences, similar to how Fanatics has ventured beyond retail commerce into gaming, sports betting, and media.
- Macy's, in its push to revamp merchandise selections, could potentially explore partnerships with innovative tech companies like Fanatics, harnessing AI to introduce personalized, on-demand sports products for customers.
