Have been wondering why you can’t find Nike products in certain stores?
It’s because the sneaker and apparel giant has cut ties with some of the nation’s largest shoe retailers.
Nike has been reducing the number of traditional retailers it sells to over the past few years. Instead, Nike has shifted sales to its own shops, websites and mobile apps, along with select stores, to take more of a direct-to-consumer business approach.
Most recently, the company pulled its shoes and apparel from DSW stores.
Previously, Nike yanked products from Dillard’s, Macy’s, Urban Outfitters, Olympia Sports, Shoe Show and Zappos.
Losing popular Nike products can hurt business for some of the retailers, but the president of DSW’s parent company, Designer Brands Inc., told Footwear News he does not expect Nike’s absence to severely impact sales.
“The good news for us is that the hole that needs to be filled is not such a big hole that we can’t do it,” Bill Jordan said. “There won’t be as many orange boxes on the floor. There’s going to be a whole array of brands. And I think that will open up the number of choices we’ll be able to offer customers.”
Nike will continue to sell its products at select retailers like Dick’s Sporting Goods, Finish Line and Footlocker.
Certain stores — or sections of stores designated for Nike products — might have Nike-dedicated employees.
CEO John Donahue said that is part of “premium experience” the company wants to offer customers by taking more of a direct-to-consumer business approach.
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