Standing Room Only
Guests were packed into the new 1,200-square-foot Volcom store on La Brea Avenue in Los Angeles at the Nov. 23 opening party. The creative energy spilled over into the party that took over part of La Brea Avenue, the parking lot behind the store and included the nearby Undefeated shoe store. A mix of customers, friends, industry colleagues and team riders sporting skull caps, layered T-shirts and baggy jeans helped themselves to Red Bull and vodka cocktails, Budweiser tall boys and pizza. The store will sell the company’s men’s and women’s labels, as well as CD’s from Volcom Entertainment and films from Veeco Productions, the company’s movie arm.
“There’s lots of creative energy here on the street and we felt it was the right place for Volcom,” said Richard Woolcott, president of the 12-year-old label based in Costa Mesa, Calif. This is the first U.S. store for Volcom, although the company has overseas stores in France and Indonesia. Woolcott said there are no plans yet to open more U.S. stores.
