Esprit opens LA pop-up as part of much wider US growth plan
The Esprit
The new 2,360 sq ft store follows the brand opening a “long-term pop-up” in New York City.
The company has focused on Europe and Asia in recent years (it’s been listed on the Hong Kong StockExchange since the 1990s) and is currently in the throes of a rebirth that combines its heritage with a modernised image and aims to boost its strength in those markets.
But the US remains a key aspiration for brands and the business isn’t immune to its appeal.
It said the new location “taps into the Esprit’s innovative, genre-defining approach to style. Its ‘rules don’t apply’ promise is reflected in the store’s graffiti logo-covered walls, staying true to the brand’s legacy while reflecting a reinvented aesthetic”.
CEO William Pak said the company opened the new pop-up at The Grove “to revisit Esprit’s roots as a West Coast-founded brand while building our North American retail presence. The product line-up merges its original California-cool aesthetic with the new modern, aspirational direction [in which] Esprit is headed”.
As the NYC pop-up suggests, the brand has a much larger North American expansion plan and this will continues through this year and into 2024.
It has plans for other 2023 pop-ups “in key markets” while it’s also going to open permanent retail locations in New York City, Los Angeles, and Vancouver later in the year.
That will happen as it relaunches globally for the Fall 2023 season “with a focus on modernising the brand heritage and values for today’s consumer”.
