You wonder why you can’t find Nike products in certain stores?
That’s because the sneaker and apparel giant cut ties with some of the country’s biggest shoe retailers.
Nike has reduced the number of traditional retailers it sells to in recent years. Instead, Nike moved sales to its own stores, websites and mobile apps, as well as select stores, to take a more direct-to-consumer sales approach.
More recently, the company removed its shoes and apparel from DSW stores.
The loss of popular Nike products may hurt some retailers’ business, but the president of DSW’s parent company, Designer Brands Inc., told Footwear News he doesn’t expect Nike’s absence to have a big impact on sales.
“The good news for us is that the hole that needs to be filled is not so big that we can’t do it,” Bill Jordan said. “There won’t be as many orange boxes on the floor anymore. There will be a whole range of brands. And I think that will open up the number of choices we can offer customers. »
Some stores — or store sections designated for Nike products — may have dedicated Nike employees.
CEO John Donahue said this is part of the “premium experience” the company wants to provide its customers by taking more of a direct-to-consumer business approach.
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