Anaheim retail chain Pacific Sunwear of California LLC said its acceptance of cryptocurrencies will help continue the momentum it saw around the digital channel last year, in a move that’s also directly targeted to Gen Z shoppers.
The retailer said it’s the first in the fashion and retail industry to accept bitcoin, and is offering BitPay as a form of payment at checkout online.
The newest payment feature adds 11 cryptocurrencies as options, including Bitcoin, Ethereum and Dogecoin among others.
“The Gen Z audience, our primary consumer, is very tech oriented, and we dedicate a lot of our efforts towards social media and e-commerce to align with their lifestyles and resonate with them on a more personal level. Seeing their increasing desire towards cryptocurrency, it was clear that we needed to adjust and offer BitPay as another payment option to further instill their confidence in us as one of their go-to retailers that truly listens,” said co-CEO Michael Relich in a statement revealing the news.
Relich and Alfred Chang began leading PacSun as co-CEOs in June, while Brieane Olson was promoted from chief brand officer to president at that same time.
“With digital sales doubling since last year, we understand the continued importance of creating an exceptional online shopping experience for our customers,” Olson said.
PacSun, with about 375 stores, generated more than $700 million in sales last year with digital more than doubling that same year.
