Direct-to-consumer California menswear brand opens first physical store

Another digital brand is trying on brick-and-mortar retail.

Men’s lifestyle apparel retailer Johnnie-O has opened its first-ever store, at WestBend, a mixed-use development in the University District Fort Worth, Texas. The 278,000-sq.-ft. WestBend, part of Trademark Property Company’s portfolio, features a walkable urban district with access to retail, restaurant and office space.

Originally created as a wholesaler and online brand, Johnnie-O’s offerings combine East Coast prep and West Coast. The California-based brand offers a wide range of clothing and accessories for men, including footwear. 

“We are excited to have our first stand-alone store at WestBend, as it is a great outdoor shopping center with a good mix of retailers, and we see it as a perfect fit for the Johnnie-O brand,” said chief merchandising officer Chris Knott, chief merchandising officer. “This is a great time to expand our brand and be able to bring our unique take on men’s lifestyle fashion directly to consumers in a store where everyone has Johnnie-O in their DNA.”

WestBend is also home to the second location of Market by Macy’s, a new boutique format from the department store giant.  It features women’s, men’s and children’s apparel, beauty, accessories and gifts, along with such services as buy online, pick up in store and ship-from-store. The concept’s only other location is at Southlake Town Square in Southlake, Texas.

The new Johnnie-O store, along with the recent opening of Market by Macy’s and Zaap Kitchen, and the coming-soon location of Mamaka Bowls, brings WestBend’s number of tenants to 17.