Cypress-based shoe and clothes maker Vans Inc. isn’t letting a slow economy get in the way of its plans to roll out more stores.
“The overall economy is only one of the variables we take into account,” said Steve Murray, Vans president.
The company may nearly double its retail division in the next five years, according to Murray. It plans to open 123 stores, 98 in the U.S. and 25 in Europe and Asia.
The company plans to own the stores itself. Each shop would hire 12 to 15 full- and part-time workers, Murray said.
Vans, part of North Carolina’s VF Corp., now has about 175 of its own stores, skate parks and outlets, including 15 stores in Orange County.
Last year Vans opened 26 stores, including two outlets.
The plan is “very dependent on finding the right locations,” Murray said.
“We’ll be looking to focus our expansion on areas where the brand is currently under represented” and where there’s demand, he said.
So far, Vans plans to focus its expansion on Texas and Florida. Other areas “are under consideration,” Murray said.
Like other brands inspired by surfing and skateboarding culture, Vans has to walk a fine line.
The company wants to make a retail push to build its brand without alienating other stores that sell Vans garb.
Vans stores let the company display and sell a wider range of clothes, shoes and accessories than is found at other stores, Murray said.
The company stores also sell special items, such as shoes with Pendleton plaid or original Walter Hoffman Hawaiian surf prints.
“In terms of category expansion and marketing message, it’s key,” Murray said.
Last year, Vans upgraded its merchandising displays for clothes for men and girls,industry speak for girls and young women.
This year, Vans will test out some new clothes and shoes at its stores.
“We’ve now got a much more comprehensive apparel and accessories line,” Murray said, “which we feel has introduced many new consumers to the brand as well as (given) our existing consumers more choice.”
Vans also plans to remodel more stores.
The push to revamp shops and upgrade displays started two years ago.
Last year, 30 stores were remodeled, including one at the Irvine Spectrum Center.
“We’re looking to do 90 more this year across the U.S.,” Murray said.
Vans also plans to expand its Costa Mesa store this year and remodel its skate park and store at the Block at Orange, which marks its 10th anniversary in November.
The brand’s retail push is part of parent VF’s goal to help drive sales through opening more stores among its brands in the outdoor group, which includes Vans and The North Face, its two largest brands.
Sales from the group grew 32% in the fourth quarter, driven in part by jumps at Vans (VF doesn’t break out total sales for the group or for Vans).
Vans may make a few hires at its Cypress headquarters to help with the retail push but “nothing too dramatic,” Murray said.
The company has been hiring since it moved its offices from Santa Fe Springs to OC last year. It has more than 600 workers here.
