Macy’s partners with Fanatics


Dive brief:

  • Macy’s announced that it has entered into “an exclusive, long-term partnership” with Fanatics that will expand the company’s fan gear assortment online and through its app, according to a company announcement sent to Retail Dive.
  • The deal will increase the supply of fan clothing products at Macy’s by nearly 20 times and mark the largest selection of licensed sports products ever offered at the department store.
  • Macy’s will oversee the front-end of e-commerce operations, while Fanatics will fulfill and ship orders.

Dive overview:

Sports fans will soon have more ways to celebrate their favorite teams at Macy’s.

The exclusive partnership with Fanatics expands the department store’s assortment of equipment, clothing and material goods for fans, and encompasses all leagues including the NFL, NBA, MLB, NHL and more. It features products from well-known brands like Under Armor, Adidas, Nike and New Era.

In addition, championship products will be available from Macy’s along with other “real-time products” designed on demand.

Fanatics has partnered with other department stores in the past. In 2018, the company launched team clothing stores in JC Penney stores. The department store still has an active Sports Fan Shop which is nicknamed “A Fanatics Experience” on his website.

Meanwhile, Fanatics recently participated in multi-million dollar fundraisers. In March, Fanatics announced he had raised $ 320 million. A few months later, in August, the company reached a valuation of $ 18 billion after raise another $ 325 million. The company said it aims to build a new large-scale digital sports business beyond vertical commerce, through the launch of games, sports betting and media.

In just over a year, Fanatics also acquired the college headwear brand. The roof of the world and sports products company WinCraft. In December, Fanatics partnered with Lids and Barnes & Noble Education to help provide and operate college websites and bookstores.

Macy’s, for its part, concluded new product categories and favor partnerships with favorite brands like Toys R Us reorganize its assortment of merchandise.


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