DOUBLE TIME: Dsquared2 had plenty to celebrate Friday evening when Dean and Dan Caten descended on their Beverly Hills flagship.
The twin brothers, originally from Canada, flew into Los Angeles for a brief weekend visit, in town just in time for a cocktail party and dinner event at their Rodeo Drive store — the first of their U.S. units to open. They’ve since opened doors in New York City and Miami and more recently opened their largest store to date in London.
“It’s 20 years that the brand’s been alive. This year has been our big American push,” said Dean, while sitting on the dressing room floor at the back of their Beverly Hills store during an impromptu interview.
“Rodeo Drive is an excellent address. We have great numbers and an excellent staff and we’re all happy with it,” Dan added.
The Catens view retail as an important next step in the company’s growth and evolution, which is driving the retail push.
“Retail’s really important to us because you really get the idea of who the brand is,” Dan said. “Before, when we were in America, you had a little bit here and a little bit there and it’s really hard to get our message out. When you see the store, you see we can do tailoring. We can do casual. We can do sportswear.”
“It’s the full 360-degree picture,” Dean said.
The two said they worked to perfect the retail foundation in Europe before embarking stateside and “it’s probably why America took so long,” Dan said.
And now it’s a matter of refining the formula, the two said, tweaking merchandising strategies and managing flow.
The newest store design, reflected in the Beverly Hills location, creates smaller areas throughout the store to better organize the different facets of the brand.
Up next, the two said, is a Dsquared2 store in Rome.