RAMS' STOCK HITTING THE SHELVES

Following the announcement last month by the Los Angeles Rams of their intention to relocate in the Gateway City for the 1995 NFL season, some local sporting goods retailers are moving to add Rams merchandise to their stock.

However, those fans wanting something bearing the name "St. Louis Rams" will have to wait until National Football League owners bestow their official blessing on the move, which they are expected to do, during league meetings in March.

"Until the NFL votes to okay the move they can't put `St. Louis' on the merchandise," said James Greene, manager of Howard's Sporting Goods at 900 Broadway in Cape Girardeau.

However, to satisfy fans who can't wait, Howard's last week stocked up on T-shirts and baseball caps bearing the Rams logo.

"It's a lot easier than shelling out money for PSLs," Greene said, referring to the permanent seat licenses which cost hundreds of dollars each and are required in order to purchase season tickets.

Although the items Howard's is carrying are produced by the company of the officially licensed manufacturer of Rams merchandise, they are bereft of any reference to either St. Louis or Los Angeles.

Champ's Sports, located in West Park Mall, is carrying some generic, non-licensed Rams T-shirts and hats but is waiting until the deal is official before stocking up on large amounts of Rams merchandise.

"There is a demand for it but people want the real stuff," said Champ's employee Josh Stevens.

The only Los Angeles Rams product Champ's previously carried, NFL mini-helmets, quickly sold out in the wake of relocation announcement, Stevens said.

Both Howard's and Champs expect to stock Rams replica jerseys in the near future. The team's official uniform does not bear the name of any city.

Brad Altenthal, owner of Altenthal's Sporting Goods in the Plaza Galleria, said that he hasn't received much demand for Rams paraphernalia, but is looking into adding such items to his stock.

"I'm trying to go through the proper channels and find what is available and what will be available in the future," Altenthal said, adding that so far he has only received a handful of requests.

"I assume that in the fall it will hit big and that is what we'll be ready for, although after they have talks in March it may hit then."

The stimulation of interest in the Rams is welcome by sports retailers who have noticed a downturn in the sales of merchandise for St. Louis' other two major sports teams, the baseball Cardinals and hockey Blues. Labor disputes in both sports are said to have adversely affected sales.

"Sales on both are really down," Greene said.

But since the National Hockey League finally resolved its problems and launched a belated season two weeks ago, sales have picked up on Blues items. That has also been assisted by the fact that the team changed its uniform design this season.

Greene said that the home version of the Blues jersey is selling well, but the road version, which features a predominant amount of red and has drawn much criticism, is not.

"The general consensus is that it is ugly," said Greene.

Altenthal said sales of the home and road uniforms have been about even at his shop. The only concern, he said, is whether the jersey, be it home or away, is the right size.

He also commented that unlike Howard's he didn't notice his sales of Blues or NHL items dropping off during the labor dispute. However, he pointed out that he gets an unusual proportion of his business from hockey fans since his business is adjacent to the Galleria Ice Rink.

"We probably sold as many of (the new jerseys) as the (old ones) last year even though they are a little more expensive because of the change," Altenthal said.

But Altenthal does agree that major league baseball merchandise has been affected by the continuing problems in that sport.

"Baseball has really dropped off as far as merchandise," he said.