News

Belk, a leading retailer, has announced a new partnership with Fanatics, a global digital sports platform and top provider of licensed sports merchandise. This collaboration aims to enhance Belk's product offerings, giving customers access to a vast selection of licensed sports gear directly from Fanatics' extensive inventory.

As part of this partnership, Belk will power the online shopping experience through its website and app, while Fanatics will handle the fulfillment and shipping of orders. This integration ensures a seamless shopping experience for customers, who can now explore an expanded range of sports merchandise.

“Our customers love showing off their team pride, whether that’s for college or professional teams,” said MaryAnne Morin, President and Chief Merchandising Officer at Belk. “This partnership with Fanatics is a win-win for our customers because it allows us to further expand upon the licensed sports fan gear we already offer, providing even more product categories.”

Through this partnership, Belk customers can now browse a significant portion of Fanatics' catalog, featuring licensed merchandise for teams and players from top leagues and sports properties. The collection includes a wide variety of apparel, jerseys, headwear, and other fan gear from premier brands such as Nike, adidas, Mitchell & Ness, New Era, and Fanatics’ own brand. Initially, the assortment on Belk.com will focus on NCAA fan gear, with merchandise from other leagues being added as their respective seasons approach.

Brian Swallow, Fanatics' SVP of Strategy and Corporate Development, expressed excitement about the partnership, stating, “Fanatics is thrilled to partner with Belk and curate a product assortment of licensed sports merchandise for its sports-passionate customer base. This elevated shopping experience will vastly expand the fan gear options available, featuring a wide range of quality products, designs, and brands, while maintaining an online interface consistent with what Belk’s shoppers are already utilizing.”

This partnership marks a significant step forward for both companies, offering Belk customers an enriched shopping experience with access to a broader array of licensed sports merchandise, all while enjoying the convenience of Belk's established online platform.