Volcom is not only about surfing, and its new stores aim to show that.
The Kering-owned surf, skate and snowboard apparel brand returned to the Los Angeles area after a two-year retail absence with a 2,200-square-foot store on the Third Street Promenade in Santa Monica, Calif. The store introduces Volcom’s updated retail concept developed with consultancy Interbrand to the West Coast after it was unveiled in March when the brand finished remodeling its New York flagship.
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