New Quiksilver Concept Store Is Girls-Only
On Feb. 20, Huntington Beach, Calif.–based surf giant Quiksilver opened QSW Mercer, a new concept store in New York’s SoHo neighborhood designed to showcase the brand’s fledgling women’s line.
The 800-square-foot store is part of Quik’s larger existing Quiksilver store but has its own entrance at 94 Mercer St. and feminine deacute;cor that sets it apart. QSW Mercer will offer three deliveries of the Quiksilver women’s Spring line, including silk dresses, knits, wovens, denim, organic cotton T-shirts and accessories.
“Since the launch in July 2008, the collection has performed decently as an additional offering in the existing Quiksilver stores. But we know we could service the Quiksilver woman through more specifically tailored retail experiences,” said Tom Ulrich, president of Quiksilver retail, in a statement. He added that while the store is an experiment for the brand, it could become a model for future retail projects. —Erin Barajas
