Official Denison merchandise has a new home.
Big Red & Co. — Denison’s new merchandise headquarters — includes a redesigned retail space in Slayter Hall, a rebuilt online shopping experience, and an expanded collection of official Denison gear. The new brand reflects the evolution of the campus bookstore into a destination for apparel, gifts, and spirit wear that serves the entire Denison community.
Feedback from students, parents, and alumni shaped nearly every aspect of the project.
“This project started by listening,” said Libby Eckhardt, vice president for university communications and branding. “Students, parents, and alumni told us what they wanted to wear, the brands they were looking for, and the kinds of merchandise that would help them celebrate and share their connection to Denison. Big Red & Co. is Denison’s new retail home, designed to feel distinctly Denison while giving our community more ways to share their pride.”
Students asked for more comfortable styles, a wider range of price points, and merchandise that reflected current trends. Alumni wanted premium apparel they could wear beyond campus, whether to work, on the golf course, or while cheering on the Big Red.
Those conversations helped shape an expanded assortment featuring nationally recognized brands, including Peter Millar, Nike, Tommy Bahama, Homage, Vineyard Vines, Columbia, Under Armour, Champion, League, Camp David, Boxercraft, Helly Hansen, and JanSport, alongside exclusive Denison collections.
The store also offers gifts, drinkware, home décor, diploma frames, pet accessories, flags, and seasonal merchandise. Classic Denison marks appear throughout the collection, giving every generation of Denisonians new ways to show their school pride.
Visitors to Big Red & Co. in Slayter Hall will notice more than new merchandise. The store has been refreshed with updated fixtures, improved displays, and a more intuitive layout, making it easier to browse apparel, gifts, and seasonal collections.
Transitioning textbook ordering to an online model created new opportunities for Denison to approach merchandising differently, said Amy Hannahs, associate director of auxiliary operations at Denison.
“Denison’s bookstore continues to evolve with the needs of our students,” she said. “Big Red & Co is a place where students, families, alumni, and visitors can find merchandise that represents their connection to Denison.”
The new online store makes shopping easier, too.
At shop.denison.edu, customers will find cleaner navigation, improved search functionality, larger product photography, curated collections, and a streamlined checkout experience. New features make it easier to discover the latest arrivals, browse by category, and shop for official Denison merchandise from anywhere.
The new retail brand also provides greater flexibility to introduce limited-edition collections celebrating athletic championships, campus traditions, milestone events, and other moments that bring the Denison community together.
Big Red & Co. is located in Slayter Hall Student Union and is open during the academic year, Monday through Friday from 8 a.m. to 5 p.m. and Saturdays from noon to 3 p.m. Summer and university break hours vary.
The complete collection of official Denison apparel, gifts, and spirit wear is available online at shop.denison.edu, where customers can browse new arrivals, shop premium brands, and order merchandise for shipping or in-store pickup.
