Original Penguin has set up shop in Aspen, Colo.
The men’s wear brand has opened an 800-square-foot store located at 555 East Durant Avenue, which is next to the Aspen Mountain Club.
“It’s a strategic location that appeals to our core customer,” said Oscar Feldenkreis, chief executive officer and president of Perry Ellis International, which owns Original Penguin. “Aspen is very popular during the summer for its outdoor activities and festivals, which are some of our brand’s key pillars. The new store will help us to round out our efforts in building our retail vision for the brand.”
The shop features nods to Original Penguin’s 60-year heritage along with Aspen-inspired finishes. The space is stocked with Original Penguin’s men’s collection and focuses on lifestyle merchandising, but it will also serve as a venue for in-store events. Feldenkreis said they will hold these events in partnership with local businesses in Aspen.
According to Feldenkreis, the decision to remain permanent will depend on how well the store performs over the next few months.
Original Penguin is reassessing its retail footprint. They are in the process of relocating their Miami International Airport store to a larger location.
More from WWD: