Detroit’s Shinola sets sights on brick-and-mortar expansion

A specialty retailer whose tagline is “Where America is made,” is betting on brick and mortar to tell its brand story and provide more jobs.

Shinola, the Detroit-based retailer and manufacturer of pricey watches, leather goods and bicycles plans to open 10 stores this year, and 12 to 15 stores annually over the next coming years.

“No two stores will be built exactly like. All will be focused on being part of the community,” said Heath Carr, COO, Bedrock Manufacturing Co., parent company of Shinola, in a presentation at the NRF annual convention in New York. (Bedrock also owns specialty retailer Filson, which it acquired in 2012 from Brentwood Associates.)

Founded in 2011 by Tom Kartsotis, former chairman and CEO of Fossil, Shinola “builds” all its products in Detroit (watch components are sourced globally and bike parts are made in Wisconsin). With 12 stores nationwide and one in London, the brand operates a variety of footprints, from its 11,000-sq.-ft. Detroit flagship to its 650-sq. ft. outpost in London.

Announced locations for 2016 include three stores in the Los Angeles area (with one slated for The Grove), one in San Francisco and one in Brooklyn.