Detroit City Football Club will open a store in Detroit
Detroit City Football Club plans to open a store for the sale of merchandise and tickets in downtown Detroit, taking over the former space of Detroit Bikes LLC.
The football club signed a lease for the approximately 1,000 square foot space at 1216 Griswold St. on Capitol Park last week and is working to set up displays for its shirts, jerseys and accessories, Todd Kropp said. , co-owner and COO of DCFC, who leads the new retail effort along with Kevin Brehmer, chief operating and merchandise officer.
The new store aims to broaden the team’s visibility and capitalize on its growing popularity after joining the USL Championship this year, which is one tier below Major League Soccer.
“It’s really about expanding our footprint in the city,” Kropp said. “There’s definitely more foot traffic there, more visibility for the club.”
The store is slated for a soft launch next week, with regular hours after July 4, 10 a.m. to 8 p.m. Tuesday through Sunday.
This will be the third location for the team, which operates its headquarters on the east side of the city and plays its home matches at Keyworth Stadium in Hamtramck.
The DCFC takes over the lease from Detroit Bikes, which opened on the ground floor of The Albert building in 2015 and never reopened after the COVID-19 pandemic began. The company, which made bikes at a 50,000 square foot production facility in Detroit, was acquired by Cardinal Cycling Group earlier this year.
The lease with Broder & Sachse comes with an option to renew, Kropp said. DCFC plans to sublet some of the space to Ann Arbor-based Underground Printing, which handles screen printing for DCFC and plans to use it for marketing and client meetings.
Kropp said the space was essentially turnkey with little investment needed.
Merchandise reached around 20% of the club’s total revenue, he said. Detroit City recently expanded its deal with Rally House, allowing the company to license certain apparel in exchange for a share of the royalties.
The team is already in the top five for merchandise sales in the 28-team USL league.
“It’s something we’re proud of,” Kropp said.
Kropp said ticket sales also got off to a good start, which is much needed after pandemic closures and restrictions. This year’s overall attendance is up and the team saw its first sale (approximately 7,300 fans) of the season last week, which is the first time there has been a sold-out sale, a Kropp said. He hopes the new downtown store will help fill the stands even more.
“Just a space where people can come, if they don’t know DCFC or the club, and they will have the option to buy tickets there,” Kropp said.