LONDON — L.A.-based retailer PacSun is making its international foray by partnering with a fellow retailer in the U.K.
The company is planning to host two pop-ups in Selfridges’ Oxford Street flagship this month, that will highlight the youthful, Californian aesthetic PacSun has always stood out for.
Both men’s and women’s shop-in-shops will offer a mix of the PacSun core denim and swim collection, as well as its proprietary brands across men’s and women’s wear, including Kendall + Kylie, Lottie Moss and Fear of God Essentials.
“What makes PacSun special is our ability to curate an overall lifestyle, put together different categories and complement them with unique and relevant brands that really speak to youth culture. We wanted to bring that exact same combination into the spaces at Selfridges,” said PacSun president, Alfred Chang, adding that both men’s and women’s pop-ups will be located at Selfridges’ respective denim departments to highlight the brand’s heritage and local reputation as a leader in denim.
The project follows an earlier tie-in between the two retailers, as PacSun launched one of its exclusive labels Basketball Skateboards — a streetwear brand by designers Heron Preston and Jacuzzi — with the British department store last year.
It was the right moment to bring a broader assortment to London, given the growing international demand for its brand of California cool and youth culture and the ongoing developments at Selfridges to reinvigorate its shop floors and brand mix for a younger audience.
This is not the first time Californian and British retailers have come together: Last summer Browns, one of London’s most famous specialty retailers, partnered with Fred Segal on a pop-up at its Sunset Boulevard store.
“It was the perfect timing, in terms of what’s going on in youth culture today with brands; in terms of what’s going on in Selfridges with their new spaces and positioning and in terms of what’s going on with PacSun. We’ve been working a lot on the brand, we’ve had growth in the U.S. and now international demand is really starting to build — we’ve been seeing a lot of traction for many of our exclusive brands and product from e-commerce,” added Chang.
The company plans to leverage the international opportunity further with more pop-ups in the works: “It’s also going to force us to really look at what international expansion looks like for a brand and company in the year 2019. The approach can be very fresh and very different as evidenced by this pop-up we’re doing with Selfridges,” said Chang, adding that the global nature of its product and personalities the retailer has been tapping to create exclusive brands means that they don’t have to make many adjustments when entering new markets.
The men’s wear pop-up is set to launch this week at Selfridges, while a woman’s shop-in-shop will follow mid-May alongside an in-store event with Lottie Moss.