First Look: DTC retailer Kuiu opens flagship — more locations to come
A direct-to-consumer retailer of ultralight performance hunting apparel and gear is expanding in brick-and-mortar.
Kuiu has opened a flagship in Dallas. It’s the premium brand’s second physical store, with its first at Kuiu’s headquarters in Dixon, Calif. Created in partnership with experience agency ChangeUp, the new location Kuiu offers an in-store experience designed to reflect the same level of quality and precision that their customers have come to expect.
“We didn’t want Kuiu to look like a typical outdoor retail store that customers have now come to expect,” said Jamie Cornelius, executive creative director at ChangeUp. “We were looking to create an environment that built excitement and anticipation, and helped shoppers envision themselves on these once-in-a-lifetime trips.”
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Photo credit: Mark Steele -
Photo credit: Mark Steele -
Photo credit: Mark Steele -
Photo credit: Mark Steele -
Photo credit: Mark Steele
Just as important was finding solutions to simplify Kuiu’s intricate product story. To that end, the store was designed with powerful moments so customers can learn more at every touchpoint.
The exterior transport shoppers before even stepping foot inside the store, getting them in the right mindset for their trip. Lightboxes set against the large glass windows feature expansive landscapes that showcase Kuiu’s gear and apparel in action.
Upon entry, the first two fixtures showcase Kuiu’s latest innovations with the striking backdrop of the landscapes to reinforce these once-in-a-lifetime adventures. Kuiu wants customers to be hands-on with its gear when they visit the store. Key features of the space include the “pack system experience,” which provides a more concierge type of approach to shopping. In this area, customers can consult with gear experts to get a tailored and customizable experience to make sure they have the correct gear for their journey.
The back of the store is more focused on getting into the intricacies and complexities of the apparel and gear that customers will need on their trip. All the products are showcased and broken-down layer by layer to help customers understand Kuiu’s signature popular layering system. Here too, the goal was to simplify a complicated process and product story.
“Kuiu was built with a robust e-commerce business, and physical retail stores have been part of the plan for years, said Kevin Wilkerson, VP of brand marketing. “We plan to open multiple stores over the coming years and are currently working on securing our next locations. We are excited to bring Kuiu into more communities over the coming years.“
Based in Dixon, Calif., Kuiu was founded in 2011 to provide customers with an advanced hunting layering system and equipment that is light, packable and dependable.