Dick's Sporting Goods 2011 Annual Report Download - page 15

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Outdoor enthusiasts need equipment they can rely on—regardless of the demands of their sport,
the elements they confront and the terrain they face. The Lodge at Dick’s stocks a broad range
of high-quality equipment for a variety of outdoor pursuits, from hunting, camping and fi shing, to
kayaking and paintball. We balance our assortment to include both “tried-and-true” items, such
as pocketknives, compasses and lanterns, alongside items that harness the latest technology, like
global positioning systems and pole-free tents. In every product category, we feature authentic
merchandise from trusted national brands, such as Coleman, Remington, Shimano and Old Town
Canoes & Kayaks. We also offer a growing assortment of exclusive products from private brands,
including the popular Field & Stream line. Finally, we make The Lodge a true destination store
by providing on-site access to an array of value-added services, such as rifl e-scope mounting,
bore sighting, fi shing line spooling and arrow cutting, and we provide on-site archery lanes where
customers can give our products a shot before buying.
Since many of our customers are seasoned outdoor enthusiasts, we
employ a
specialized team of sales associates
in The Lodge, including avid campers,
fi shermen and kayakers. These experts draw on their personal experience,
product knowledge and familiarity with the local terrain to help customers
at every skill level select the right gear for their needs.
THE LODGE
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