7-Eleven Launches Online Merchandise Store Aiming to Be “More Than Just a Convenience Store”

Diving brief:

  • 7-Eleven is launched 7Collectionan online store offering clothing and accessories inspired by 7-Eleven and its products, such as Big Gulp and Slurpee.
  • 7Collection includes 7-Eleven branded t-shirts and long sleeve tees, baseball caps and bucket hats, socks, fanny packs, blankets and more.
  • While 7-Eleven has launched limited-edition items and collaborations over the years, its new online store will go hand-in-hand with other convenience brands already offering their own branded products, including Circle K and Wawa.

Overview of the dive:

The launch of the online marketplace is another step for 7-Eleven in its efforts to “become more than just a convenience store,” Marissa said. Jarratexecutive vice president and chief marketing officer of 7-Eleven, in a Press release.

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

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

7Collection’s debut continues a fashion-filled summer for 7-Eleven. In July, the company launched a contest for its members rewards for earning snacks and drinks themed sneakers and a Red Bull-inspired hoodie and hat. Shortly after, 7-Eleven debuted a limited edition offer of knitted hoodies, t-shirts, hats and shorts in collaboration with sports brand Overtime and fashion retailer Easy Otabor.

The company also made headlines earlier this month when it bought white-label delivery startup Skipcart as part of its bid to compete with DoorDash and Gopuff.

Offering apparel products has been a common marketing strategy for retailers for quite some time. With 7-Eleven’s latest launch, the trend doesn’t seem to be slowing down anytime soon.

In the convenience store landscape, other brands selling designer apparel include Circle Kwhich sells branded t-shirts, zip-ups, polo shirts, shirts and jackets, as well as wow, which offers jerseys, polo shirts, graphic tees and hoodies, sweatpants, leggings, socks, slippers and even baby gear. On the grocery side, there’s Publix, which launched its Fresh clothing line in 2019, and Instacart, which launched its clothing offer this summer.