Dockers continues push into physical retail
Dockers is expanding its store footprint at home and in international markets.
Dockers, which is part of Levi Strauss & Co., has grown to approximately 155 direct-to-consumer locations, including about 60 company-operated retail stores. By the end of 2022, Dockers expects to open a total of 16 new stores and have remodeled four locations.
The expansion comes as Dockers has evolved from a functional khaki for work into a casual lifestyle brand, with a head-to-toe product assortment for both men and women.
Recent store openings include Fuencarral, Spain; Bordeaux Bègles, France; Puerto Montt, Chile; and Jockey Plaza in Lima, Peru, with more on the horizon. All stores spotlight the brand’s full assortment.
The United States also remains a top priority for Dockers. The brand started the year with only one U.S. location, but will close out 2022 with six, including a mainline store at Valley Fair in San Jose, California.
These stores play a critical role in showing consumers the full brand expression, ultimately further shifting the perception from workforce khakis to causal California lifestyle,” Dockers stated.
Dockers said its push into physical retail will remain a priority next year.
“It’s an exciting and truly transformative time for Dockers,” said Santiago Cucci, CEO of the Dockers brand. “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.”
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