RETAIL
Tankfarm, Schott NYC Opening at Americana at Brand
Tankfarm & Co is upping the ante on its boutiques.
The men’s clothing line has sold at retailers such as Planet Blue, Kitson and Nordstrom in the past. By Black Friday, the traditional start of the holiday season, Tankfarm plans on opening a 1,300-square-foot boutique at the Americana at Brand retail center in Glendale, Calif. It is one of the high-profile properties owned by Caruso Affiliated, which also developed, owns and operates The Grove in Los Angeles.
“We’ve been in business for 11 years. We need to diversify and go where the opportunities are,” said John Anderson, president and co-founder of Tankfarm, which is headquartered in Seal Beach, Calif., where it runs a flagship boutique. “Our retail store in Seal Beach has been so successful it makes sense to open a few more shops. I want to stress that we’re not going to neglect our key wholesale accounts that we have been working with for years.”
Its Seal Beach store opened in late 2012. In October 2015, Tankfarm will open another shop in the upcoming Pacific City hotel, retail and residential district in Huntington Beach, Calif. It will be its third shop. Anderson forecast that his company will open a string of five boutiques.
Tankfarm sells looks from its own American heritage–inspired brand, Tankfarm. The boutique also will offer 65 third-party brands that complement the Tankfarm look, such as jeans from Naked & Famous, Filson, Publish and Pendleton and footwear from Red Wing. Other brands sold there will be Zanerobe and Imperial Barber Grade Products as well as eyewear from Ray-Ban.
The Americana store is scheduled to open adjacent to a boutique opened by outerwear maker Schott NYC. The Americana store is the first West Coast store for the New York–headquartered Schott, confirmed Liz Jaeger, a spokesperson for the Americana. The Schott boutique opened at the Americana on Nov. 19. It is the second boutique for the family-owned outerwear company. The 101-year-old company made outerwear for the U.S. Army during World War II. Its Perfecto motorcycle jackets were later found on the backs of Marlon Brando as well as rock band The Ramones and Bruce Springsteen.
Gregory Okshteyn, with Studios Go Inc., designed the look of Schott’s Americana store. Jason Schott, the company’s chief operating officer, said, “Los Angeles is a city with a rebellious spirit and tremendous appreciation for authenticity. It was an obvious choice for us to open our second U.S. store in Los Angeles, where we have a large fan base and the opportunity to introduce ourselves to an even larger audience. We are excited to open at The Americana at Brand, and we couldn’t have a better partner than Caruso Affiliated.”
