Champion opens first US retail store in LA
Hanesbrands-owned North Carolina-based Champion Athleticwear has picked Los Angeles' La Brea District as the location for its first ever US retail store. Customization, exclusive product launches, and LA-inspired assortments will be in store year round.
"The global sphere of influence in Los Angeles with regard to fashion, art, sports and entertainment culture make it the perfect place for Champion to bring its iconic heritage and product stories to life,” explained Susan Hennike, president of Champion Athleticwear, in an official statement. Exclusive colors, styles and partnerships will come together for regionally inspired collections sold only in the LA store. David Robertson, Director of Champion's Brand Marketing said the assortment will also include iconic pieces that celebrate the brand's heritage and key moments. Hennike added that in today's retail climate, it was important to create a direct connection with consumers, saying "the need to provide a seamless customer experience across all channels makes this exactly the right time and place for Champion to launch" the new US retail concept. The store design takes some cues from Nike retail and space design: Champion has used reclaimed basketball court hardwoods and gym lockers to create a holistic consumer experience through merchandising and imagery. Champion has had something of a revival recently. Thanks to a series of well planned strategic collaborations and the fact that celebrities like Kylie Jenner and Gigi Hadid have been adopting the brand's sweatshirts, a new generation of consumers have pulled the hundred-year-old brand out of a slump. Champion's first US location has its grand opening April 7th. It is located at 123 South La Brea Avenue in LA.