AUSTRALIAN RETAILER GENERAL PANTS CO. OPENS FIRST U.S. LOCATION IN LOS ANGELES

The Local
by Stephen Garner
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General Pants Co., the Australian multi-brand retailer known for showcasing the best brands in youth culture, has opened its first U.S. store location in Los Angeles. The boutique, called The Local by General Pants Co. carries a carefully curated collection of Australian brands mostly new to the L.A. market. Additionally, The Local will launch a U.S. specific e-commerce site www.thelocalgpc.com and a second stateside store location in New York City later this year.

Located at 132 S. La Brea Avenue in the heart of West Hollywood, the 4,009 square-foot store will act as a concept and event space as well as a traditional brick-and-mortar retailer. Throughout the summer of 2016 General Pants Co. plans to activate a series of events that will showcase the brand’s cultural influences such as music, fashion, and urban subcultures.

The stores brand mix will include: Ksubi, Insight, One Teaspoon, Zanerobe, Neuw, Rolla’s, The People Vs, Arvust, Spencer Project, Standard, Alice In the Eve and a select group of new inclusions to General Pants Co. stores.

“With 53 stores in Australia, 13 David Jones concessions and a strong online business, there are limits to how much further we can grow domestically,” said Craig King, CEO of General Pants Co. “There are 3.8 million 18-30 year-olds in all of Australia but 2.2 million in L.A. County alone. Los Angeles was an obvious choice for The Local based on the sheer volume of consumers within our target demographic and those that lead similar lifestyles to existing General Pants Co. customers at home.”

King adds: “With a number of great Australian designers in high demand in America we thought it was time for a multi brand concept to break in. Multi brand retail is nothing new in the States, but we feel there’s room to cut out a niche by keeping the brand mix tight and purely Australian.”