Vancouver-based retailer Duer is setting its sights on the American market with the opening of its first-ever U.S. retail location in Denver, Colorado. Opening early October, in the River North Art District, space will span over 1600 square feet, and will house the company’s expansive range of technical performance wear, including top-sellers like performance denim and the No Sweat and Live Lite collections.
Despite the impacts of the Covid-19 crisis on the U.S. retail market, co-founder Gary Lenett said he remains confident in the quality and differentiation of Duer's offerings, thanks to its combination of comfort, quality, and functional versatility. The opening marks the company’s fourth store location. "Denver has been on our radar for quite some time – we chose to not let the current retail climate cloud our eagerness to expand within the U.S despite the tough year,” said Lenett, in a news statement.
“We have a strong base of Duer fans already in the Colorado region thanks to our Wholesale network of retailers including our latest partnership with Mountain Standard in Boulder.”
With all things considered, the Canadian brand has adapted its strategy in favor of a smaller format store. Still, the Denver location will incorporate the experiential elements present in its Canadian stores, including its famous indoor playground complete with swings and soft rubber flooring.
The experiential approach originated at the company’s Vancouver flagship store and was launched to allow customers to experience all the characteristics of Duer products.
"Our goal is to create an experience for our consumers that extends beyond the traditional retail model and offers them a way to engage with the pieces in the way they are meant to perform. Denver is a forward-thinking location that aligns with our goals and vision for the brand.”
The performance denim company is one of the few retailers opening new locations amid the Covid-19 pandemic, as it bets on the growing demand for its versatile and functional clothing offerings.
Most recently, it opened a retail location in Calgary on July 2. It also operates stores in its hometown of Vancouver and Toronto.
Duer launched just five years ago as a Kickstarter campaign. Customers can now make an appointment to visit Calgary’s newest location through Duer’s website.