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Dockers Digs Physical Retail

Dockers is expanding its retail footprint across the globe.

The brand, which increased its total net revenue by 13 percent on a constant-currency basis in third quarter 2022 compared to Q3 2021, currently has approximately 155 direct- to-consumer locations across Europe, Latin America and the U.S. which includes roughly 60 company operated retail stores. However, it plans to open 16 more and remodel four other ones by the end of 2022 as part of its continuing evolution from a khaki maker to a full-on casual California lifestyle brand for men and women.

“It’s an exciting and truly transformative time for Dockers,” said Santiago Cucci, who has served as the brand’s CEO since January 2020. “We’ve been on a long journey to evolve the brand into what it is today, and I’m beyond thrilled that it’s resonating with consumers. Our progress has been consistent for the last two years, and we are now leading by example in our stores across the globe.”

Recently rolled out stores include one in Fuencarral, Spain; Bordeaux Bègles, France; Puerto Montt, Chile and Jockey Plaza in Lima, Peru.

“Our new store on Calle de Fuencarral in Madrid is one of my personal favorites,” said Natalie MacLennan, vice president of global retail, e-commerce and licensing for Dockers. “Located in a popular center among youth shoppers, the store’s new brand expression and product assortment is helping us win over new millennial and Gen Z consumers. I’m really proud of how we brought the brand to life at this store.”

The retail expansion is also happening in the U.S. Dockers had one U.S. store at the start of 2022 but now has five: one each in Citadel Outlets, Calif.; Las Americas, Calif.; Sawgrass Mills, Fla.; Arundel Mills, Md; and Livermore, Calif. A sixth one, at Valley Fair in San Jose, Calif. will open before the year’s end.

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Dockers store interior

The brand, founded in San Francisco in 1986 by its parent Levi Strauss & Co., is also sold by Macy’s, Kohl’s and JCPenney in the U.S.

It is also looking to expand its women’s and tops business, it said.

Dockers has most recently grown its selection with a just released second collaboration with streetwear brand Malbon Golf and a limited-edition woman’s pullover created with surfer Maud Le Car. It will also be dropping another new offering next week.