Dive Brief:
- As it expands its footprint, Mizzen+Main opened a new store in The Summit shopping center in Birmingham, Alabama, on Thursday, according to a press release.
- It is the company’s 11th store overall. Texas is home to most of the brand’s stores, with seven located in the state after three more opened in the area last year. Florida, Arizona and Oklahoma each also have one store.
- The DTC brand offers multiple lines of apparel, including pants, outerwear and golf. CEO Ryan Kent told Retail Dive in an email that he wants to expand the brand’s omnichannel efforts and retail fleet.
Dive Insight:
Mizzen+Main is expanding throughout the South, where the brand originated in 2012. The Summit shopping center in Birmingham gives the brand a beachhead in a new state after opening its seventh store in Texas last year.
“In addition to the Birmingham opening and future plans for further retail expansion, we plan to strategically grow our wholesale and e-commerce businesses,” Kent said in an email. “A key part of our strategy is to be an omnichannel brand. This not only gives our customers options for where they can find us, it allows us to expand our reach as we look to get more Mizzen+Main products into the hands of new customers.”
Chief Marketing Officer Bethany Muths said Birmingham was a “great fit for the brand.”
“We know many of our e-commerce customers are located throughout the South, so we’re excited to have more of a physical presence near where they are,” Muths said in a statement.
Birmingham is also the home of professional golfer Sepp Straka, one of five PGA golfers the brand signed to endorsement deals in March 2023 to showcase the brand’s growing golf collection.
Last fall, the brand rolled out three new stores at La Cantera in San Antonio, Rice Village in Houston and Kierland Commons in Scottsdale, Arizona. That came after the brand relaunched its Dallas flagship store at West Village and opened at the Southlake Town Square in Southlake, Texas.
Mizzen+Main follows other DTC brands that are growing their physical store footprint.
Handsfree footwear brand Kizik opened a new store at the Mall of America earlier this month and has plans to bring its store count to 15 by the end of 2025. It opens a new store at the King of Prussia Mall near Philadelphia on June 14.
This month also saw lifestyle apparel brand Vineyard Vines open its 14th store in Florida at Disney Springs Town Center in the broader Walt Disney World Resort. The new store is part of the company’s strategic growth plan of entering high-volume tourism and leisure hubs throughout the country.
Earlier this month, Los-Angeles-based apparel brand Buck Mason opened its second store in Chicago and its 32nd overall.
Some DTC brands are moving aggressively on their expansion plans. Swiss footwear brand On announced earlier this year that it plans to add 100 stores in the coming years, while activewear brand Vuori targeted having 100 stores by 2026.
