One theme that's dominating its sales? Ugly sweaters. Chris Brennan, senior vice president of global retail development for the NBA, told TheStreet TV's Jill Malandrino that its flagship store in New York City is completely sold out of them.
The hideous holiday wear has "really exploded over the past three months," Brennan said. He attributed much of the product's success to effective marketing and the buzz generated on social media. Customers can still find NBA ugly sweaters online at NBAshop.com.Those sweaters may be sold out at the New York City retail store because it's the only NBA store. Because of the season and the store's location on 5th Avenue, it has been packed with holiday shoppers, he said.
But even in the off season, the store remains busy due to its prime location, Brennan explained. Since there is only one location, the NBA also relies on its global business and omnichannel presence to drive sales and create a "seamless experience" for the customer, he added.
NBA store websites are live in Europe, Australia, Brazil and China. The company expects high double-digit sales growth from its global presence, a market that is growing "dramatically," Brennan said.
-- Written by Bret Kenwell