Dive Brief:

• 7-Eleven has launched 7Collection, an online merchandise shop featuring apparel and accessories inspired by 7-Eleven and its products, such as Big Gulp and Slurpee.
• 7Collection includes 7-Eleven-branded T- and long-sleeve shirts, baseball caps and bucket hats, socks, fanny packs, blankets and more.
• While 7-Eleven has debuted limited-edition items and collaborations over the years, its new online store will go toe to toe with other c-store brands already offering their own branded merchandise, including Circle K and Wawa.

Dive Insight:

Launching the online marketplace is another step for 7-Eleven in its efforts to “become more than just a convenience store,” said Marissa Jarratt, executive vice president and chief marketing officer for 7-Eleven, in a press release.

7-Eleven is debuting two specialty merchandise offers alongside the 7Collection launch: the Cars of 7-Eleven Collection, which features the trucker hats, T-shirts, car decals and coffee-scented air fresheners from the Model 711, a 7-Eleven-branded 2021 Ford Mustang; and the Slurpee Collection, which features retro and modern Slurpee drink apparel, accessories and collectibles.

For the first seven days of the 7Collection launch, customers will receive 11% off all purchases using the code 7Collection11. 

The debut of 7Collection continues a fashion-filled summer for 7-Eleven. In July, the company launched a contest for its rewards members to win snack- and beverage-themed sneakers and a Red Bull-inspired hoodie and hat. Soon after, 7-Eleven debuted a limited-edition offer of hoodies, T-shirts, hats and mesh shorts in collaboration with sports brand Overtime and fashion retailer Easy Otabor.

The company also made news earlier this month by reportedly purchasing white-label delivery startup Skipcart in its bid to compete with DoorDash and Gopuff. 

Offering apparel merchandise has been a common marketing strategy for retailers for some time. With 7-Eleven’s newest launch, the trend doesn’t appear to be slowing anytime soon.

In the c-store landscape, other brands selling branded apparel include Circle K, which sells branded T-shirts, zip-up sweatshirts, polos, button downs and jackets, as well as Wawa, which offers jerseys, polos, graphic T-shirts and hoodies, sweatpants, leggings, socks, slippers and even baby gear. On the grocery end, there’s Publix, which launched its Fresh Good clothing line in 2019, and Instacart, which debuted its apparel offering this summer.