by Stephen Garner

Canadian performance apparel brand DUER announced this week its plans to open its second brick-and-mortar location in the U.S. Slated to open in early September, the store will be located in the Fairfax District of Los Angeles at 170 South La Brea Avenue – aka ‘streetwear row.’ The shop will be well-situated amongst other retailers like Arc’teryx, Fjällräven, American Rag, Carhartt WIP, Champion, Stüssy, Union, Nudie Jeans, and Bonobos.

The decision to expand into the Los Angeles market follows a year of growth for DUER’s retail program. For its omnichannel business, which includes wholesale partners like Nordstrom to REI, DUER’s own branded retail stores will continue to play a critical role in its ability to service customers where, when, and how they want to shop. 

“Opening a dedicated storefront in Los Angeles has always been the plan, it was just a matter of when,” said Gary Lenett, co-founder of DUER. “For a few reasons, the most significant being our e-commerce and wholesale businesses showcasing a built-in fan base and demand in the L.A. area, our greatest opportunity for growth in this region is now.”

The 1,850 square foot retail space will combine experiential and sensory elements to narrate the natural and sustainable materials, like plants, trees, wood chips, and recycled plastic bottles, that make up 95 percent of DUER’s garments. Interactive and experiential design has been in the brand DNA since DUER’s first store in Vancouver that featured a product testing ground also known as the performance playground.

“Side by side with leading jean and performance wear brands on La Brea Ave is the best-case scenario for our foray into L.A.,” added Nadia Gillies, brand director of DUER. “Product versatility, as it relates to moving easily from one activity to the next without having to change clothes, is well-suited to the California climate, culture and consumer.”