Former Modell’s Sporting Goods CEO, Mitchell Modell, announces the launch of a new digital storefront.

Modell made the announcement at the Kimberly Hotel in Manhattan, where he spoke about his family’s story of starting the business in 1889 with his great-grandfather and a pushcart. He spoke about the brand’s success as the go-to for sports equipment and merchandise for families in New York and their downfall when retail habits turned to online.

The current Modell’s Sporting Goods and the associated website are no longer run by the Modell family.

The former CEO then spoke about the Knicks’ consistent wins and how social media brought his company’s name back into the spotlight, with many people asking, “Where is Mo’s?”

This prompted Modell to launch mitchelmodells.com, an internet-first company focusing on a select number of items.

“The very technology that helped destroy us is now going to help rebuild us,” Modell said.

Modell says they are also aiming to open physical storefronts by the year 2030.