Hornets expand merch plans, as new partner opens Concord Mills store in July
The Charlotte Hornets are expanding ways to get merch into fans hands as the first NBA team to partner with Rally House for online and a brick-and-mortar store.
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The deal comes just as the sports apparel retailer is set to debut its first Charlotte-area store this month at Concord Mills mall.
Under the multiyear agreement, Rally House will manage the Hornets’ online store for “a more intuitive, modern and connected shopping experience,” team owner Hornets Sports & Entertainment said Wednesday.
The deal means expanded merchandise selections, including exclusive items and limited‑edition drops, plus faster delivery shipping from Rally House’s local stores.
“We plan to double the selection of officially licensed Hornets merchandise available to fans,” Rally House CEO Aaron Liebert stated.
The deal follows a record-breaking retail season for the Hornets, which saw a 40% year-over-year increase in gameday sales, according to Hornets Sports & Entertainment. The Hornets finished a promising season with a 44-38 record, but ended with a crushing loss on the road to the Orlando Magic that pushed them outside the playoffs.
This new retail strategy and business model will better position the team for long-term growth, Hornets Sports & Entertainment Chief Marketing Officer Tyrel Kirkham said Wednesday.
The Rally House store will open near entry 5 across from Crocs store at Concord Mills, according to the mall’s website.
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The Concord store will be Kansas-based Rally House’s sixth in the Carolinas. The family-owned company has three stores in North Carolina, in Raleigh, Durham and Cary, and two in South Carolina, in Clemson and Columbia, according to the company’s website.
Rally House and parent company Sampler Stores Inc. sells apparel, hats, gifts and home decor representing local NCAA, NFL, MLB, NBA, NHL and MLS teams, in addition to local-inspired apparel, gifts and food.
Rally House has more than 310 stores in 28 states.
Rally House officials did not immediately respond to requests for comment Wednesday.
Charlotte’s first professional sports team, the Hornets, joined the NBA in 1988 and are a member of the Eastern Conference’s Southeast Division.
Spectrum Center in uptown Charlotte, which is operated by Hornets Sports & Entertainment, is celebrating its 20th anniversary after reopening following a two-phased, $245 million renovation funded by the city of Charlotte’s tourism dollars.
In 2023, the Hornets and LA-based AI-company MeetKai debuted the NBA’s first virtual team store, offering an immersive shopping experience based on the brick-and-mortar team shop at Spectrum Center.
The Hornets Fan Shop at Spectrum Center will continue to be operated by Hornets Sports & Entertainment.
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