AMERICAN TRIP: Stone Island continues to roll out new stores in North America, reflecting its commitment to the market.
Following up on the unveiling of a relocated unit in New York’s SoHo in September, the Italian outerwear brand — known for its research-intensive manipulation of materials — has opened a 1,820-square-foot door in Costa Mesa, Calif., at South Coast Plaza, its second location in Southern California after La Brera Avenue in Los Angeles. It has also opened a second Canadian flagship, a 3,600-square-foot unit in Toronto’s Yorkdale Shopping Center, flanking the existing store on Yorkville Avenue.
“These openings are about more than just physical spaces. They represent our strategic commitment to establishing a network of locations that provide the complete Stone Island experience — product innovation, design and cultural storytelling — directly to our growing community across North America,” Robert Triefus, president and chief executive officer of Stone Island, told WWD.
Overall Stone Island operates nine stores in North America, including the new openings, part of the global retail network of 94 doors.
The Stone Island store inside Toronto’s Yorkdale Shopping Center.
Michael Muraz/Courtesy of Stone Island
The two freestanding units are flanked by wholesale activations in the region, with Stone Island shops-in-shop bowing at Holt Renfrew inside Toronto’s Yorkdale Shopping Center and at Saks Fifth Avenue, spanning 460 and 300 square feet, respectively.
All four new units reflect the brand’s next-generation retail concept developed with the OMA/AMO architecture and design firm and AMO director Samir Bantal to highlights Stone Island’s pillars of material research, community and cultural programming. The blueprint features cork-clad walls, stainless steel partitions, green pine furniture and custom lighting.
The shop-in-shop at Saks marks the first AMO-designed corner to bow in a North American wholesale partner.
The Stone Island shop-in-shop at Saks Fifth Avenue.
Bridgit Beyer/Courtesy of Stone Island
The North American push reflects the brand’s commitment to fuel its direct-to-consumer business. That channel grew by 7 percent to 145.1 million euros in the first nine months of the year.
Overall Stone Island sales inched down 1 percent to 288.1 million euros in the nine months to Sept. 30. In the third quarter they were flat at constant exchange at 101.4 million euros, as direct-to-consumer sales posted double-digit growth of 11 percent at constant exchange.
In 2020, Moncler acquired 70 percent of Sportswear Company SpA, owner of the Stone Island brand, before taking full control of the firm the following year. Triefus joined Stone Island as CEO last year after 15 years at Gucci, where he had risen to the role of CEO of the brand’s Vault and Metaverse Ventures in addition to his position as senior executive vice president, corporate and brand strategy.
