Cotton On on July 22 will open an expanded and redesigned 5,150-square-foot store at Roosevelt Field Mall in Garden City, N.Y.
The store, which is double its original size, is larger than traditional Cotton On units. The Australian brand, which was founded in 1991, operates more than 1,400 stores in 18 countries.
Cotton On plans to double its U.S. business in the next three years, according to Mark Pan, U.S. country manager. Cotton On’s first U.S. store bowed in Santa Ana in 2009. The retailer now operates more than 122 stores across 13 states.
Cotton on plans to achieve its U.S. goal by opening new stores, continuing to log comparable-store sales growth at existing units, and selectively expanding stores to the larger footprint and new concept that represents of Cotton On’s latest thinking, Pan said.
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The larger store model, designed by the retailer’s in-house team, incorporates the Cotton On global experience. That includes the use of steel, concrete, exposed brick and natural timber to create a warm, authentic and casual space.
“When a customer makes a purchase at our stores, their last interaction with the sales team is about our foundation,” Pan said. “It’s an opportunity for customers to buy a reusable shopping bag or bracelet or bottle of water, 100 percent of which goes to our foundation, which is focused on developing and supporting projects in Southern Uganda and others globally.”
The Roosevelt Field store will highlight Cotton On’s specialty collections and extensive assortment, including additional colorways and fashion items.
Cotton On has incorporated unique elements to anchor its denim assortment and highlight details throughout the category. The Roosevelt Field location will be one of a handful of stores to offer the exclusive 91:LTD women’s premium denim collection. While the line consists entirely of denim, there won’t be any traditional jeans. Rather, there’s denim color-blocked dresses and skirts, denim overalls, T-shirts and jackets, denim formfitting dresses and fit-and-flair dresses, and denim shirtdresses, rompers and tops.
The store will also feature a curated collection of Cotton On Body, which includes intimates, activewear, sleepwear, loungewear and swimwear. Launched in the U.S. in April, Cotton On Body is sold in 150 doors globally.
“As a global retailer exporting casual Australian style, we want to make sure we remain authentic to our heritage and design,” said Pan, adding that opening Cotton on units in malls is a response to consumer demand. “We are committed to listening to our customers to ensure the product offering continues to be fresh and relevant for the east coast. For example, we have the opportunity to do something similar to the Roosevelt Field store at Westfield Garden State Plaza in Paramus, N.J. and the Willowbrook Mall in Wayne, N.J.”
Pan said the company will open additional stores in the markets where units already exist. “There’s a lot more market share opportunity to be had,” he said, adding that a new distribution facility will open in 2017 for the east coast.
The brand’s casual cotton apparel is comfortable but not bland. The Kellie muscle mididress has stretch for a sexy fit, $24.95; a tie-dye cami dress with tiered ruffles, $24.95; shortalls, $25, and slim track pants, $24.95.