This month, New York-based beachwear brand Faherty is due to open its second California brick-and-mortar store in Newport Beach’s newly renovated waterfront shopping center, Lido Marina Village. This marks the three-year-old brand’s second California location, its first West Coast location was opened in May in Malibu.
The brand’s bi-coastal expansion plans began last year, after co-founders (and identical twin brothers) Mike and Alex Faherty noticed the brand’s largest concentration of wholesale accounts and online orders centered around Los Angeles county. With the brand’s undeniable alignment with the relaxed casual style of California fashion, Mike and Alex always envisioned a West Coast residence for the brand since they launched their SoHo store in 2014.
“As our product selection grew each season, we saw more success with our wholesale accounts and received more support from some of the best stores in America,” Alex Faherty told MR. “That, coupled with the positive results we were seeing at our NYC store, made us confident we could carry out a successful retail strategy. When we decided to expand our retail footprint, we knew the stores would need to be in the places and beach towns that felt like home to us. We chose Nantucket, Malibu and Newport Beach because they’re beautiful cities we love to visit, they offer great surf spots, and each have tight-knit communities that appreciate and support our family-run brand.”
But these brothers are not done yet. Looking to next year, the brand will be focusing on growing and supporting its wholesale business. “We’ve built great partnerships with stores like STAG, the Forum Group stores (Mitchell’s, Mario’s, Andrisen Morton, Oak Hall), Boyd’s, Pitkin County Dry Goods, Mr. Porter, Nordstrom and Barney’s among others, and we believe they offer us a huge growth opportunity for our brand in the coming year,” added Alex.
Since debuting its first eco-friendly swimwear collection in spring 2014, the brand has grown into a year-round ready-to-wear collection for men and women (which retails between $98 and $400), built a robust national wholesale base and found success with original direct-to-consumer tactics.