Psycho Bunny is turning its gaze to retail.
The men’s brand with the slightly maniacal logo of rabbit with pink ears and its teeth hanging over a skull-and-crossbones, is opening four stores this fall in the U.S.
Following a successful retail debut last October in Aventura, Fla., the New York-based label is opening full-price stores in Hollywood, Fla., Atlanta and Las Vegas as well as its first outlet in Orlando, Fla.
The Hollywood store opened at the end of last month in the Hard Rock Hotel & Casino and is 1,475 square feet. The 1,500-square-foot Atlanta store in the Lenox Square mall opened today and will be followed by an 1,800-square-foot unit in the Forum Shops at Caesars in Las Vegas.
The outlet store, which will measure 1,870 square feet, will initially open as a pop-up for the holiday season before being transformed into a permanent location. This is the same tactic Psycho Bunny used with its first store in Aventura.
All of the stores will feature brightly colored interiors and giant neon bunny motifs.
Robert Goldman, Psycho Bunny’s cofounder, said: “Following the success of Aventura, we focused on top markets for our continued retail expansion. Our business continues to scale and strengthen; now couldn’t have been a better time to begin aggressively executing our retail plans. I’m incredibly proud to see us open four U.S. stores in 2019 and will be looking forward to our additional global openings in 2020 and the future.”
Alen Brandman, a partner in Psycho Bunny and chief executive officer of Thread Collective, who oversees all production for the brand, is spearheading the retail rollout.
Brandman said the “resounding success” of the Aventura unit helped gain exposure to the Psycho Bunny brand both domestically and internationally and led to the decision to open additional retail stores.
Brandman said the locations were chosen because these malls attract 25 million to 30 million visitors a year from all over the world. “We’re choosing premiere locations,” he said, adding that these centers “have the ability to build our international reach while supporting our current retail partners.”
Psycho Bunny has annual sales of around $40 million with strong wholesale business at Nordstrom, Bloomingdale’s, Dillard’s, DXL Group, Zappos and around 200 specialty stores, Goldman said.
The decision to open an outlet store is to have a location where excess goods can be sold without having to get promotional within its own stores, Brandman said. “It’s a reality that we need a home for [product] that is no longer current.”
Psycho Bunny has 18 stores and two online shops in Japan through a licensing deal with Itochu, and there are also 13 locations in South America through an agreement with Neroli Ltd.
Brandman said the company just inked a deal to start wholesaling in Spain through El Cortes Inglés and a collaboration with the Swims brand will be coming out in April.
The plan for next year is to also continue adding stores in the U.S., Latin America and Asia.
“We don’t have vast retail experience. Our whole platform throughout our careers has been in wholesale — but it’s working,” Brandman said. “If you can’t put your message out there, you won’t be relevant in today’s marketplace.”
Psycho Bunny was the brainchild of Robert Godley, a U.K. native whose apparel industry background includes Drake’s of London and Turnbull & Asser, who created the logo. Goldman’s family started the Robert Stewart neckwear business and became friends with Godley before they decided to join forces to create a collection of ties and scarves that was soon followed by a polo shirt, which became the signature product of Psycho Bunny. The brand has since expanded into golf apparel, boys’ wear, bottoms, accessories, loungewear and even tailored clothing.