Supreme’s Latest Move Under VF: Sunset Boulevard Store
Supreme’s newest store is a relocated and expanded location on Sunset Boulevard that offers a glimpse at the latest growth move for the brand under parent VF Corp.
The store, which opened Thursday, replaces its Fairfax Boulevard location where the business had been located since 2004. That block of Fairfax is also home to The Hundreds, Diamond Supply Co., Huf, AAPE, and RipNDip.
The new store, which had previously been occupied by Tower Records, totals over 8,600 square feet, according to real estate listing site Loopnet. It now boasts a skate bowl and art installations, alongside Supreme’s clothing and decks.
The relocated and expanded store is one of the brand’s first to open since being acquired for $2.1 billion by VF in a deal that closed in December 2020.
Supreme’s Harajuku store underwent renovations last summer. That was followed by the fall opening of Chicago, marking the first new U.S. store in some time for the brand. The prior year, in 2021, Supreme opened stores in Berlin and Milan.
Little was said about the business earlier this month during VF’s update for its fiscal third quarter ended Dec. 31 outside of statements made by Interim President and CEO Benno Dorer in speaking about the growth potential in China, a market he said held “great white space for many of our brands.”
“We have an opportunity to enter new categories and also enter with new brands and Supreme and Altra are just two examples of brands that have a strong right to win in that market,” Dorer told analysts this month in discussing China. “And we will apply our marketing prowess to drive localized and engaging omnichannel experiences.”
Supreme launched at high-end boutique Dover Street Market’s Beijing location late last year, marking the brand’s entrance in China. The move was also seen as what former VF Chair, President, and CEO Steve Rendle said in October is a “great affirmation of the ability to expand or, what we talked about, really grow wide (with Supreme).”
Rendle said at the time geographic expansion played an important role in Supreme’s longer-term growth as VF looks to provide better accessibility to a brand that’s long operated off a model of product scarcity and tight distribution.