JCPenney, a large veteran name in the retail industry, is expanding into sports collectibles and team apparel.
The company is due to launch an expanded online sports store with the help of Dreams Inc., the parent company of sports memorabilia brands Mounted Memories, Pro Sports Memorabilia and Field of Dreams and licensed sports product giant FansEdge.
The new venture, set to go live in October.
JCPenney offers some products for NFL, MLB, NBA and some NCAA teams through its site, with a focus on licensed apparel and a small selection of sports-related gifts.
The new fan shop will vastly expand the options for shoppers, especially when it comes to memorabilia and collectibles.
Fans and collectors can also expect to see World Series and other championship merchandise available right after the event, just one example of the convenience the companies are hoping to provide.
"Our partnership with Dreams expands our high-quality offering of sports merchandise," said a JCPenney press release. "We know that our customers are passionate about their sports teams."
"And our new and expanded online sports fan shop will allow us to offer them their favourite licensed team product in a quick and more convenient manner."
The announcement follows closely on the heels of another promising project for Dreams, an alliance with the NCAA to create an official online store for NCAA Football products.