Performance jeanswear brand, DUER, announced the opening of its new flagship store in Vancouver’s Kitsilano district. The 2,100 square foot space, located at 1755 West 4th Avenue, will be transformed into a sensory experience complete with DUER’s signature Performance Playground and 3-D installations built from eucalyptus, recycled plastic bottles, and wood chips.
“I believe experiential retail is about to have its moment — far beyond anything we’ve seen before,” said Gary Lenett, Co-Founder of DUER. “There’s a big market opportunity for brands like ours that can turn retail spaces into testing grounds offering a memorable experience for consumers.”
Gaining traction as a lifestyle brand that’s developed high-performing and versatile apparel using natural materials, the decision to launch a flagship store foreshadows a year of growth for DUER in brick and mortar. The brand’s commitment to finding alternatives to synthetic-rich fibers is highlighted throughout the retail design concept.
DUER store renderings. © VIVE Social Marketing
“We’ve created a space where people can feel, see, and touch our brand’s values,” said Nadia Gillies, Director of Brand. “Beyond the sensory components, we’ve re-envisioned our retail spaces to be brand hubs where customers can be introduced to lifestyle brands outside of DUER – Rad Power Bikes will be stationed in the playgrounds as one example.”
On the heels of the flagship opening, DUER plans to open additional stores across the U.S. with the most immediate being in the La Brea district in Los Angeles. For the omnichannel business, retail stores will continue to play a critical role in the brand’s ability to service customers where, when, and how they want to shop.
