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Mark Miller of DC on Irvine Spectrum store

The scene at the grand opening
The scene at the grand opening party for the DC Shoes store at Irvine Spectrum which featured Rob Dyrdek.
By Tiffany Montgomery
September 30, 2008 7:10 AM

The folks at DC Shoes sent me photos from the official grand opening party of their store at the Irvine Spectrum.


I took the opportunity to ask some questions about how the new store is doing.

 

Mark MillerMark Miller, left, senior vice president and general manager of the Americas, provided some details.

 

How is the store doing?


"The store is doing well, and since this was the official grand opening I think we will see a steady increase in sales now that so many more people know the store is there."


Any interesting insights into operating a store in a suburban shopping center?


"There is a very diverse and interesting mix of people at the Spectrum and I think very representative of the ‘DC customer.' I expect that we will learn a lot and come away with a great model for DC retail."


What product did well during the grand opening party?


"During the course of the day, DC sold out of most items that were able to be signed or were Rob Dyrdek specific. White hats, shirts, and shoes were at the top of that list.


"Active (which has a store at the Spectrum) sold out of all their Rob Dyrdek skateboards and had to bring more over from their other Irvine store.


"Since the merchandise mix at the other DC retailers (in the shopping center) is different than at the DC store, there was DC business going on all over the Spectrum. We don't have much kids product at the store yet, but I did notice some young kids with brand new DC shoes purchased from Robert Wayne next door with Rob Dyrdek signatures on them walking out of the signing."


In general, are there any interesting categories that do well at the DC store at the Spectrum?


"The DC store sells a lot of the items that our other retailers do not carry. Socks is the first item that comes to mind. Our sock rack seems to get emptied daily."


Any new leases signed for DC stores?


"No new leases have been signed."


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