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Details on Industry Insight.
DC OPENS SECOND FLAGSHIP STORE IN LOS ANGELES
Vista, CA... DC has opened its second flagship store at 8025 Melrose Avenue in Los Angeles. For the Southern California based company, the Los Angeles store provides the ability to offer a total DC brand experience in its own backyard.
"We are extremely excited about this new concept store, and more so, its location in the heart of the entertainment capital of the world," said DC President Nick Adcock. "With our expanding product offering we felt we needed a statement store to represent the breadth of the brand. This store allows us to do exactly that with a unique DC feel."
At 7,400 square feet, the Melrose store will showcase DC's growing lines and offer a wide selection of the brand's premium product to the Los Angeles market. Four separate spaces within the store will feature a range of DC's latest products for men, women and kids including: skateboarding shoes, apparel and accessories; women's shoes, apparel and accessories; lifestyle footwear and apparel; and seasonal product such as outerwear, snowboarding boots and accessories. Additionally, exclusive product will be developed specifically for the Melrose location. The store will also house a private showroom for media and sales purposes.
"We feel the Melrose store design strongly represents the essence of the DC brand on a global basis," said Adcock. "In the next 12 -18 months you will see new retail locations globally utilizing this design aesthetic."
The store's interior has been designed to reflect DC's skateboarding and action sports lifestyle and heritage. Visitors to the store first enter below an inverted vert ramp that lines the ceiling. Displayed throughout the store are a variety of large format images featuring DC's world-class team of athletes and iconic moments in the brand's history. Visitors can expect new imagery to be displayed regularly throughout the year, creating a permanent gallery of DC photographs.
DC plans to host a variety of special events within the Melrose store, including athlete autograph sessions, product launches, film screenings, and photography and art exhibitions.
The new Melrose store is DC's second flagship store. DC's first retail location opened in New York's popular Soho district in Spring 2006.
Founded by Ken Block and Damon Way in 1993, DC quickly grew to a leader in performance skateboarding shoes and renowned action sports brand. Today DC stands as a global brand whose product line has expanded to include men's, women's and kids' skateboarding and lifestyle shoes, apparel, snowboard boots, outerwear, and accessories.
As one of the cornerstones of its marketing strategy, DC has built a world-class team of professional skateboarding, snowboarding, surfing, BMX, motocross and rally athletes that exemplify and enhance DC's brand, develop its signature products, and support its promotional efforts. DC is a subsidiary of Quiksilver, Inc.