by Stephen Garner

The Dockers brand has opened its new U.S. retail outlet storefront at the Citadel Outlets at 100 Citadel Drive in Commerce, CA. This 1,801 square foot store is the brand’s first step in building its retail presence in the greater Los Angeles area, with even more plans to expand retail locations abroad.

“We are very excited about this new wave of business,” said Anne Spletzer, vice president of sales at Dockers. “We closed all physical retail locations in the U.S. in 2018, which enabled us to re-strategize and refresh the Dockers retail experience. Our retail footprint is an important part of our plans heading into 2021 and beyond. Despite some unpredictability and setbacks due to the pandemic, Dockers newest storefronts in both Europe and Latin America are already seeing success, so we’re excited to use what we’ve learned is working for our locations here in the U.S.”

The Citadel Outlet store launch is an expression of the laid-back California lifestyle, one that embraces the brand’s California-cool point of view. In addition to an overall more casual aesthetic, Dockers is prioritizing great style alongside sustainable, values-based product initiatives, and focusing on what makes Dockers an inherently California heritage brand.

“Our Citadel location will look much different from the last Dockers store you stepped foot in,” added Spletzer. “Moving forward, our brick-and-mortar efforts will align with our evolved brand strategy, which positions Dockers as a casual lifestyle brand rooted in coastal California. Overall, our approach has become more relaxed, and you’ll see that represented at Citadel – our signage, styling, and product assortment provide the customer with a refreshed perspective of Dockers. As a lifestyle brand, we have so much to offer, and we’ll be using retail locations to help tell that story.”

The new Dockers outlet opens today, Friday, November 13th, just ahead of Black Friday weekend.