East Hampton Village is playing host to a unique seasonal addition as DICK’S Sporting Goods operates a boutique rotational concept at 34 Park Place through October 18. Operating in partnership with retail platform Leap, the venue marks a major departure from the brand’s standard warehouse footprint. Instead, the space serves as an evolving, curated showroom highlighting a revolving schedule of the company’s private label brands.

The store kicked off its summer run in mid-May with a golf focus centered on the Walter Hagen apparel line and Maxfli tour equipment, timed alongside major regional tournaments like the U.S. Open at Shinnecock Hills. Following that initial run, the space transitioned in early July into a coastal lifestyle boutique highlighting CALIA, the retailer’s activewear, swim, and resort line. Looking ahead to late August, the shop will undergo its final transformation of the season, pivoting to a family-focused “Back to Sporthood” theme powered by the DSG label for the back-to-school push.

This localized approach allows the national retailer to test high-touch physical touchpoints in premier resort markets without committing to a permanent footprint. By bringing specialized, in-house labels directly into East Hampton’s walk-up shopping district, the venture blends the intimacy of a local boutique with the backend resources of an established athletic enterprise.

By swapping static retail displays for rotating seasonal chapters and local event programming, the short-term venture reflects a growing industry effort to experiment with agile, boutique formats. The flexible strategy allows major brands to test regional demand while offering resort shoppers a constantly shifting mix of seasonal apparel in a compact setting.

WWD:
https://wwd.com/fashion-news/fashion-scoops/dicks-pop-up-east-hampton-walter-hagen-calia-1238952048/

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