Silver Jeans to start retail business
25 Apr. 2013
Silver Jeans Reveals Retail RolloutCanadian denim label Silver Jeans Co. is ready to run its own retail stores.
The brand announced yesterday that it will kickoff its new global retail strategy by opening its first five standalone stores in five US malls later this year. The first of these “loft” concept shops will open at The Woodlands Mall in The Woodlands, Texas in July. It will be followed with a Silver Jeans store in The Mall of America in Bloomington, Minnesota in August, another in La Plaza Mall in McAllen, Texas in September and another at Glendale Galleria in Los Angeles in October. The fifth shop will open at Stonebriar Center Mall in Frisco, Texas in November.
“Our strategy on location selection for our first Silver Jeans Co. lofts was a very intricate process,” says company CEO Michael Silver. “We looked at numerous factors that including our current distribution, the very best malls by sales, population growth areas, our competition in the malls and the best possible available spaces. We spent a lot of time visiting candidate malls to determine how our brand would fit into the landscape and where we might offer the consumer a truly different and exciting point of view.”
Each shop will be 1,500 to 2,200 sq. feet (139 to 204 sq. meters) and carry the full range of Silver Jeans denim and sportswear for men and women.
New York-based firm Tersigni Palachek Design Collective have designed the stores’ interiors, which will feature a mobile POS system and a six-foot digital media wall that will broadcast music videos, the brand’s latest campaigns and behind the scenes looks at the label’s photo shoots.
The stores will be staffed with what Michael Silver calls “Jeaners,” sales associates who will be highly trained in finding customers the right fit.
“We have put a lot of work into making sure the store environment represents our brand,” he adds. “Consumers will be able to experience our brand values by visiting one of our lofts. We have created an environment that has a comfortable modern feeling but also lets our guests know that we are a historic brand with a rich 92-year history. Our loft is about mixing old and new just like our jeans.”
Based in Winnipeg, Silver Jeans Co. was launched in 1991 and is a division of Western Glove Works, a family-owned business for more than 90 years. Its jeans retail for $80 to $100 a pair.
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