Leader in Distinctly Designed Footwear Highlights Company-Owned Store Opening with an Outdoor Jam Session Performance by Lukas Nelson and Promise of the Real
In-Store “Lo-Fi” Vibe Creates Unique Brand and Shopping Experience
IRVINE, Calif. – April 22, 2013 – Sanuk, a division of Deckers Outdoor Corporation (NASDAQGS: DECK), celebrated the grand opening of its first company-owned store at the Third Street Promenade in Santa Monica on April 20, 2013. To celebrate Sanuk’s first flagship store, Deckers and Sanuk executives kicked it off with an official opening ceremony and topped off the evening with a fun-filled jam session by California-based musical artist and Sanuk ambassador Lukas Nelson and Promise of the Real.
“We wanted to bring the Sanuk brand experience to life in a great shopping destination that represents what we stand for here at Sanuk, fun, humor and smiles. I think we’ve found a great balance here at Santa Monica,” said Jake Brandman, Sanuk president. “As our first brand-owned store, we were able to bring the humorous aspect of the brand to life and create that deep connection with existing and new customers. We see this store as a place for us to explore alongside with our customers and showcase our innovative Sidewalk Surfers and absurdly comfortable Yoga Mat and Beer Cozy sandals. This opening represents a great step in the evolution of Sanuk.”
The new store is approximately 1,000 square feet of retail space, featuring unique elements, a lo-fi design look and feel and offers exclusive products only available at the Santa Monica location. Upon entering the space, a collage installation featuring a collection of outdoor and indoor items creates a jumbled art décor, items that harken to a sense of fun, but with a twist and turn that has everyone looking for hidden nuances.
The store’s concept, a “Space to Play” is inspired by an unfinished basement or garage, that place where people sit back, relax and enjoy some relaxed moments with their friends. The store brings the brand’s emotion to life, featuring floating stud walls and many raw finishes, letting shoppers fill the space with their imagination. Creative solutions that will make the shopping experience unique are sprinkled throughout the store; one notable feature is the modular cleat system that will house many of the sandals and a pantry-style cabinetry that turns a traditional shoe wall into a self-service system.
Sanuk will offer a wide selection of styles and colors for both sandals and Sidewalk Surfers, featuring a mix of iconic favorites and latest bold designs for men, women and kids. The store also will feature exclusive merchandise such as branded sweatshirts, T-shirts, hats and accessories among many other products, further showcasing the breadth and growth of the brand’s collection. Like the Sanuk brand, the store’s music selection will be an eclectic mix of everything from bluegrass, to reggae, to old school funk.
“The whole goal for this store was to create a space where we could play – we’ve taken all the classic Sanuk ingredients and stirred them up into a fresh recipe that we believe will set the tone for future Sanuk stores,” said Michael Minter, Sanuk global director of marketing. “The Santa Monica store offers an irreverent take on our brand and we’re excited to evolve the brand into an immersive experience.”
Sanuk is located on 1453 3rd St. Promenade in Santa Monica and store operating hours are from Sunday through Thursday from 10 a.m. to 9 p.m. and Friday through Saturday 10 a.m. to 10 p.m. For directions to the Santa Monica Sanuk store location, visit www.sanuk.com/stores. Come by and check in with hashtag #SanukSantaMonica and #SanukFootwear for upcoming specials.
For more information on Sanuk, please visit www.sanuk.com.
Twice recognized at the SIMA Image Awards as the 2007 and 2010 Footwear Product of the Year, Sanuk makes creatively inspired and distinctively designed footwear for the global outdoor community. Taking its name from the Thai word for fun, the brand is best known for its Sidewalk Surfers, often referred to as “Not-A-Shoes”, for their patented sandal construction which allows your feet to bend and flex in natural comfort. Founded by Southern California native and surfer Jeff Kelley, Sanuk sponsors a spectrum of premier athletes, including surfers Donavon Frankenreiter and Dave Rastovich and rock climbers Chris Sharma and Daniel Woods. Sanuk products are now distributed in nearly 70 countries worldwide. Smile…Pass It On!
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