If you’re Shinola selling the tagline “Where American is Made” and a legacy brand dating all the way back to 2011, you win the battle for customer acquisition through storytelling in store. And this year will see a big push to tell those stories at brick-and-mortar for the Los Angeles market.
“This is a brand that’s so story-driven and experience-driven that we have got to open stores to be able to say, ‘Hey, our doors are open. Come experience the brand, feel the product, the quality of the product and learn more about what Shinola is doing in the U.S.,’” said president Jacques Panis. “That’s the primary reason we want to open stores and are being aggressive about it."
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