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Shane Wallace on Active expansion plans

Inside the new Active store at
Inside the new Active store at the Irvine Spectrum Center.
By Tiffany Montgomery
May 07, 2008 7:16 AM

I caught up with Shane Wallace yesterday to hear the latest about Active Ride Shop, which now has 25 stores in Southern California.


Shane Wallace I asked Shane, right, about Active's revamped Web site that launched this week, its new headquarters in Mira Loma and its new store at the Irvine Spectrum, where it will compete with Quiksilver and Rip Curl stores, Hollister, PacSun, The Buckle, Tilly's, Nordstrom and Macy's. I also asked Shane how business is going.


What did you like about the Irvine Spectrum?

The Irvine Spectrum has turned into a world class destination. We are positioned on the same playing field with some of the best retailers in the world and it's exciting to be a part of it and have the opportunity to compete with the best of the best.

 

Any worry it will cannibalize sales at your other Irvine store off Culver Drive?

Yes and no. I look toward great companies such as Starbucks and Home Depot. Both of those great companies have done an excellent job with the retail cluster philosophy. Active has great success in areas where we have become our own competition and cluster doors.

 

How big is the Spectrum store?

About 5,000 sq. ft.

 

There are lots of stores that carry action sports brands at the Irvine Spectrum. How do you make Active stand out?

Active is among multiple national chain retailers and we are the only authentic (action sports) retailer in the Irvine Spectrum. Active has already brought positive noise to the Spectrum and the Irvine Company has really embraced our efforts. The partnership has been a win-win for both Active and the Irvine Company.

 

What are some of the new features with your Web site? The Web site is supported by a high powered ERP (Axapta) system which allows us to share inventory among all channels of distribution and is a complete Search Engine Optimized Website. The SEO features will allow us to hold the top ranking spots on the web. Basically we are now operating in the future, no longer in the past. The new activerideshop.com allows us to be scalable as technology advances. We are stoked to say the least.

 

Any interesting trends going on with online sales?

Yes, online sales are up double digits and retail is flat at best. Web shopping is the future. It's been a long hard road and we are really starting to see a payoff.

 

Can you give me some details about your new headquarters?

Active HQ
Well, it has many eco-friendly elements and it's a really inspiring place to work. We are in Mira Loma, right off the 15 Freeway, right down the street from The Quiksilver distribution center. It's awesome!

 

How big it is, when did you move in, how many stores can it ultimately support?

We moved in about two months ago. The new building is over 100,000 sq. ft. and can support well over 50 doors.

 

I have to ask the economy question. Any worry about making all these investments in a tough economy - especially when consumers are feeling strapped?

Hey, we are all strapped in one way or another and in order to be successful you have to think long term. Business is a vicious animal and progressive evolution is a demand, not a requirement. I believe it's the tough economy's that elevates a good business to become a great business. Active has to become great for our family and partners during this interesting time in the economy. We have no choice!


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