April 8, 2011, 10:30 AM

FansEdge.com adds customizable apparel to its sports memorabilia site

Shoppers will be able to personalize T-shirts for school teams.

Stefany Moore

Associate Director of Research

Lead Photo

FansEdge.com will add a customization capability to its sporting goods and apparel site, the retailer announced this week. In a deal with printing and embroidery company Sportswear Inc., FansEdge.com will offer shoppers the ability to personalize T-shirts, sweatshirts and caps with their school names, player numbers and a variety of designs and activity options.

“The elementary, middle and high school market for sports fans has traditionally been underserved and we believe that this unique product offering will serve to remedy that,” says Kevin Bates, president of Dreams Inc. , which operates FansEdge.com. “The customizable nature of these products adds an exciting new technology to the Dreams retail portfolio.”

Sportswear will provide merchandising and dynamic imaging, eco-friendly fulfillment and logistics, and on-demand manufacturing for FansEdge. “Customization of sports apparel is one of the hottest trends in the market,” says Jim Loughlin, strategic development manager of Sportswear. “By joining with FansEdge, together we can bring sports fans in the high school marketplace a unique, one-of-a-kind merchandise solution not currently available.”

In its earnings release last week, Dreams, No. 198 in Internet Retailer’s Top 500 Guide, posted 2010 web sales of $84.7 million, a 41.9% increase compared with $59.7 million in 2009.

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