Over the past two and a half years, RVCA has opened three new retail locations. The most recent, a flagship in Mission Viejo, California, marks its first mall-based location, bringing its total to seven retail concept stores globally.
The new Southern California store – which had its grand opening last week – is rooted in RVCA's heritage, sourcing on a long line of artists, musicians and other advocates who align with RVCA's brand DNA. The store will serve as a platform for these individuals to share their stories, as well as for the brand to bring its seasonal collaborations and messaging to life, according to Brian Cassaro, RVCA VP of marketing.
Recently the brand has seen some internal changes, with the addition in April 2017 of new Global General Manager Kevin Meehan, an industry vet who hails from previous key roles with several major brands, including president of North America for Volcom.
Meehan has been instrumental in leading the retail expansion; RVCA also opened a store in Seminyak, Bali earlier this month, and has plans for a grand opening at a Shibuya, Japan store in late May this year.
We caught up with Cassaro and Meehan to hear what these new developments signify for RVCA and get more details on what's in store for the Mission Viejo community.
Why is RVCA opening a store in this location?
Mission Viejo will be our first mall store and it is a concept we have been wanting to test and when this opportunity came up, it felt like a perfect fit.
How many branded shops does RVCA have total?
At the moment we have six stores globally including our new Seminyak, Bali location and Mission Viejo. We will be doing a grand opening for our Shibuya, Japan store on May 26th for a total of seven.
Talk about the collaboration with Mark Oblow – how long has that been going on and how instrumental has he been?
As a native Hawaiian, photographer, skater, skate historian and artist, Mark has so much synergy with our brand and has been an advocate for a couple of years now. He is so good with crowds when he does live installations and activations, we felt he would be a great way to launch our store.
Tell us about the new space – how big is it, why is there a market for this type of store, which other brands or collaboration products will you carry in addition to RVCA? What will the curated offering of RVCA product look like here?
In our retail plan for the future, we have developed 2 concepts: First, a Gallery Store like San Francisco location – large format, art gallery space, iconic location and local influence…a place where we can feed off the local community and also provide a platform for local artists to showcase their work.
The second concept is what we call a Studio Store – smaller format but large enough to tell the brand story, curated assortment and a unique location with limited distribution.
So this will be our first mall version of the Studio concept which we feel Mission Viejo is a perfect market for. We will only carry RVCA there and it will be a select assortment of all of our categories – Men's, Women's, RVCA Sport and Boy's.
The store will focus on telling key seasonal stories and collaborations. At launch we will be highlighting our Luke Pellitier ANP story and our newly released Birdwell collaboration.
In what ways will this new location help RVCA better engage with their audience? What other events or interactive community experiences do you have planned?
We want to make this a place where kids want to hang and experience RVCA. Future plans include workshops, local artist residencies, launch events and contests…we want to be able to impact the Mission Viejo community in a positive way, creatively.
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