Sports

Hibbett Sports launches new ecommerce site, app for kids products

Published

6 months ago

June 25, 2025

Less than a decade after Hibbett Sports launched its first ecommerce website and successfully used that site to drive in-store traffic and loyalty program sign-ups, the retail chain is launching a new website and mobile app to boost sales of products for kids.

The new Hibbett Kids site at KidsHibbett.com spotlights new releases from major brands. Those include Nike, Crocs and Adidas, featuring apparel, footwear and sports gear for children. The site, which includes Hibbett Rewards integration, customer service chat and buy now, pay later options with Klarna, marks a major digital launch for Hibbett after it was acquired by JD Sports in 2024.

JD Sports is No. 22 in the Europe Database, Digital Commerce 360’s ranking of the largest online retailers in the region. Hibbett is No. 294 in the Top 2000. The database is Digital Commerce 360’s ranking of the largest North American online retailers. There, it falls under the Sporting Goods category. Digital Commerce 360 projects Hibbett’s total online sales in 2025 will reach $314.04 million

Hibbett Sports web sales by year

Why Hibbett Sports is launching a website for kids’ products

“We’re expanding our digital footprint to better serve today’s busy families and offering a more convenient, seamless, curated shopping experience from the nursery years through the teen stage,” said Bill Quinn, chief information officer at Hibbett. “We’ve built a thriving and successful kids business and in our next phase with Hibbett Kids, we will continue to engage with parents and caregivers in a more personalized way.”

The site features footwear and apparel for ages 13 and under, according to Hibbett. The company framed its approach to the site as prioritizing families. In addition, it noted the retailer focused on efficiency and search options that would be quick and easy. Its search results can be filtered by numerous options. Among those are new arrivals, gender, size, color, brand, price, clothing or shoe type and trend.

Its mobile app is available on both Android and iOS devices.

Hibbett’s role at JD Sports

“The Hibbett acquisition enhances our presence within North America and aligns with our objective of strengthening our existing community businesses — Shoe Palace on the West Coast and DTLR on the East Coast — with a highly complementary footprint, giving the Group access to hundreds of underserved communities across the U.S.,” wrote Andrew Higginson, chair at JD Sports, in a June 2025 letter to investors.

Meanwhile, in a review of the company’s fiscal year that ended on Feb. 1, 2025, Régis Schultz, the CEO at JD Sports, wrote that its North America revenue increased 27% year over year to $5.8 billion (£4,2 million). That period included six months of Hibbett ownership.

“While our roots are in the U.K., and our head office remains in Bury [England] where the company was founded, this acquisition makes the U.S. our largest market by revenue,” Higginson stated.

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