Champion Opens First Retail Store
Champion Athleticwear, which participates in the promotional products industry as supplier Hanes/Champion (PPAI 191138), is bringing its brand to life by opening its first U.S. store. The specialty retail location opened April 7 in Los Angeles, California, in La Brea District, one of the city’s top shopping destinations.
“In today’s retail landscape, it’s vital to create a direct connection with our consumers,” says Susan Henniker, president of Champion Athleticwear. “The need to provide a seamless customer experience across all channels makes this exactly the right time and place for Champion to launch this exciting retail concept in the United States.”
The Champion store features on-site customization, allowing shoppers to design one-of-a-kind Champion garments made on-demand and tailored to their specific preferences. Additionally, there will be several specialized products only available in the Los Angeles store, and frequent product drops from the company’s global lines will be made. Regional collections inspired by the Southern California area in which the store resides will also be available and will include exclusive styles, colors and partnerships with local influencers.
With the launch of the first U.S. store, Champion says it has developed a retail concept that is true to the brand, the consumer and the local community to tell one holistic story. Through imagery, product displays and merchandising, Champion brings its key icons like Reverse Weave to life in a new way. Key materials used throughout the store give a nod to the brand’s authentic American athleticwear positioning, such as reclaimed basketball court hardwoods, gym lockers and metal mesh (similar in appearance to the mesh fabric Champion pioneered).
The company, based in Winston-Salem, North Carolina, is one of the largest suppliers in the promotional products industry and HanesBrands is ranked No. 490 on the Fortune 500 list. It operates its own manufacturing facilities and has approximately 65,300 employees in more than 40 countries.