Toni Roeller
Login to view DISC.Toni Roeller is a retail executive specializing in creating immersive in-store environments. As a leader at DICKS Sporting Goods, she has spearheaded the innovative "House of Sport" concept, transforming stores into experiential destinations. Her extensive career also includes senior roles at The Home Depot and Best Buy, and she holds a BS from Concord University.
Tonis professional focus is on using store design for visual storytelling, aiming to shift the customer relationship from purely transactional to community-based. She believes in the power of physical retail to allow customers to connect with products in ways not possible online, like trying out equipment before purchase.
She led the development of DICKS House of Sport stores, which feature attractions like outdoor turf fields, batting cages, and climbing walls.
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