Industry brands open stores in Orange County and beyond

Vuori opens at the Irvine Spectrum Center

Several industry brands are opening new stores in the Orange County, CA area and beyond.

Businesses opening stores is nothing new, of course. Vans and Boardriders operate hundreds of stores, and Volcom also has a large retail footprint.

But for the following brands, retail is a new business for them.

Vuori, which plans to open about 100 stores over the next few years, will soon open at the Irvine Spectrum Center, directly across from Lululemon. This will be Vuori’s second store in Orange County – he also has a store at Fashion Island in Newport Beach. Overall, Vuori currently has 18 stores open, including new locations in Santa Barbara, Austin and Boston. In our interview with CEO Joe Kudla in April, he discussed store opening plans, the international push and expansion into women’s swimming.

During a visit to Fashion Island in Newport Beach, we noticed that Brixton opens a store in the upscale mall. Currently Brixton has stores in California Ontario, Oceanside, Long Beach and Encinitas. In a 2019 interview, CEO Raphael Peck explained how a new team was transforming the brand, including adding retail.

Melin Brian McDonell Corey Roth

Melin Founders Brian McDonell and Corey Roth at the Laguna Beach Grand Opening – Photo courtesy of Melin

jewelry brand Pura Vida is also opening a store at the Irvine Spectrum Center, according to parent company Vera Bradley Inc. This will be the brand’s second store – the first to open in San Diego at the UTC mall and continues to exceed expectations. Pura Vida, which was founded as a DTC company and now also sells in the wholesale channel, is opening stores to diversify its customer acquisition strategies which relied primarily on social media.

“Pura Vida’s e-commerce revenues continue to be significantly impacted by evolving social and digital media inefficiencies and rising digital media costs,” Vera Bradley CEO Robert Wallstrom said during an interview. of an earnings conference call last week.

Pura Vida is also opening stores in Myrtle Beach, South Carolina, in July and in Phoenix, Arizona, in September, Wallstrom said. “We look forward to even greater store growth in the future,” he said on the call.

eyewear brand Mixers, also primarily a DTC brand branching out into wholesale and retail, just opened a new store in Encinitas. CEO and founder Chase Fisher told SES in an interview that the brand has ambitious store opening plans. Similar to Pura Vida, corporate retail is becoming a more attractive option for Blenders due to rising social media costs and decreasing efficiency due to privacy changes.

industry hat company Melin, which is doing well in basic retail and beyond, just opened its first company store in Laguna Beach. We have an interesting interview with the founders of the brand ahead.

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