Lucky Brand is striving to find its full retail potential with a new artisanal-meets-industrial concept store that recently opened at The Point in El Segundo, Calif. The door highlights a lifestyle encompassing everything from vintage watches and skinny jeans to indigo dye kits and antique Moroccan rugs from the brand’s first home offering.
This story first appeared in the August 19, 2015 issue of WWD. Subscribe Today.
The 5,740-square-foot space is Lucky’s 171st store and serves as a template for a new shop opening this month in Summerlin, Nev. Now owned by Leonard Green & Partners and Lucky Brand chairman and chief executive officer Carlos Alberini, the company wants to eventually take the concept to Canada, Mexico, Europe, China, Russia and India. The goal is to increase the firm’s annual sales to $1 billion in five years, up from $560 million last year.
Thus far, the strategy to round out the denim, which makes up half the business, with accessories and ath-leisure styles, appears to be paying off. Alberini said the store has assumed the top sales spot in the chain, generating more than triple the volume of its average door since the opening. Shoe sales are eight times greater than what was sold at what was the company’s best-performing location.
Sales have also been brisk for Lucky Lotus, the six-month-old women’s ath-leisure line that retails between $39.50 and $99.
Alberini said weekends and work days have each seen strong traffic flows and consumer reaction to the new store — with its white wood ceilings, perforated metal walls, art installation and whiskey bar — has been positive.
“It’s imperative to enrich the customer experience,” Alberini said. “In the past, we were just selling items. Now, we’re selling a whole lifestyle.”