Dive Brief:
- Lifestyle apparel brand Vineyard Vines has expanded its physical footprint with a new retail store at Disney Springs Town Center in the broader Walt Disney World Resort, according to a press release.
- The store marks the brand’s 14th in Florida and is part of a growth plan to expand its physical footprint, the company said. The brand has 100 stores all over the country, including 14 in Massachusetts, where it originated, and 12 in Texas, among others, according to the company website.
- Disney Springs has attracted other DTC brands, including Rothy's and Lululemon. The location, which will sell signature Vineyard Vines apparel, swimwear and accessories for men, women and kids, gives the brand access to thousands of tourists on a daily basis.
Dive Insight:
Vineyard Vines has 100 store locations nationwide and wants to open more. The company’s first store at Walt Disney World Resort is part of the brand’s growth strategy of entering high-volume tourism and leisure hubs around the country, according to the company. The Walt Disney World theme park, minutes away from Disney Springs, attracts an average annual attendance of over 58 million visitors, according to Magic Guides.
“This opening … represents an important milestone for our brand as we continue to expand our retail footprint and engage with customers in popular tourist and leisure destinations," co-founder Shep Murray said in a statement.
Co-founder Ian Murray added that Disney Springs is “the perfect place to share our story and connect with families and individuals who appreciate quality, style, and of course fun.”
The shopping and entertainment district is home to more than 150 shops and restaurants in an open-air, lakefront setting. Other Disney Springs retail tenants include Coach, Kendra Scott, Fit2Run, Fabletics, Anthropologie, Lilly Pulitzer and Free People.
The brand, founded in 1998 in Martha’s Vineyard, became known for its neckwear, and now sells other clothing and accessories for men, women and children. In addition to its own stores, Vineyard Vines items are sold in more than 600 specialty and department stores worldwide.
Vineyard Vines joins other DTC brands that are increasing their brick-and-mortar presence to expand their reach and bolster marketing efforts, including at Disney Springs. In March, word bracelet brand Little Words Project announced it was opening a kiosk at Disney Springs after testing a pop-up there to give customers an immersive experience.
Outside of Florida, Los Angeles-based apparel brand Buck Mason opened a 2,000-square-foot store in Chicago’s Lakeview area in May as it plans more store openings ahead. Swiss apparel and footwear brand On opened stores in Berlin and Portland, Oregon, in Q1, bringing its store count to 50 globally as of mid-May. The brand said earlier this year that it plans to add 100 stores over the coming years to expand its physical footprint globally, including new locations in the Latin America and Asia Pacific regions.
Vuori announced a similarly ambitious plan in 2021, announcing it wanted to open 100 stores by 2026 and expand into international markets. The activewear brand now operates around 60 stores globally and has plans to open more.
