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Dunham's

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Dunham's

An American sporting goods superstore chain, Dunham’s Sports has 235 stores in the Midwestern to Southeastern states, offering a full line of products including activewear, athletic equipment, footwear, and sports gear. The company’s motto is Big Names…Low Prices and the big names that can be found at Dunham’s include Carhart, Adidas, Champion, Yeti, Under Armor, Fila, and many more. Where other chains rely highly on online commerce, Dunham’s prefers to use their website to direct customers into its physical stores.

First opened by Ron Dunham in Michigan in 1937, Dunham’s Sports began as a bait & tackle shop that gained a lot of attention at the time for its advertisements on radio fishing shows as well as in Newsweek. The store changed hands several times in the mid-20th century as it grew from eight to 49 stores, and then eventually to more than 230 stores.

Weekly promotions, flash sales, and seasonal discounts are all part of the savings Dunham’s passes on to its customers. New customers who sign up to Dunham’s through email or text can get a 15% off coupon to use on one item in the store. In addition, they offer free discount programs for teams, sportsmen’s clubs, companies, and groups, giving extra savings on equipment apparel, gear, footwear, and more.

In a move toward the western states, Dunham’s recently announced its opening in Rock Springs, Wyoming. Prior to this, the store in Yankton, South Dakota was the westernmost location. Even during retail slowdowns during the coronavirus pandemic, Dunham’s has continued opening and remodeling its stores, including 7 new locations and 4 remodeled stores in 2020-21.

While Dunham’s does have some stores in major cities, its primary focus is on meeting the needs of customers in secondary and tertiary markets who have fewer options for making sporting goods purchases in a retail setting. For this reason, Dunham’s Sports stores are often found in smaller cities or on the outer edges of large cities.

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