DTC retailer Kuiu has opened a flagship in Dallas. It’s the premium brand’s second physical store, with its first at Kuiu’s headquarters in Dixon, California. Created in partnership with experience agency ChangeUp, the new location Kuiu offers an in-store experience designed to reflect the same level of quality and precision that their customers have come to expect.
“We didn’t want Kuiu to look like a typical outdoor retail store that customers have now come to expect,” said Jamie Cornelius, Executive Creative Director at ChangeUp. “We were looking to create an environment that built excitement and anticipation, and helped shoppers envision themselves on these once-in-a-lifetime trips.”
Upon entry, the first two fixtures showcase Kuiu’s latest innovations with the striking backdrop of the landscapes to reinforce these once-in-a-lifetime adventures. Kuiu wants customers to be hands-on with its gear when they visit the store. Key features of the space include the “pack system experience”, which provides a more concierge type of approach to shopping. In this area, customers can consult with gear experts to get a tailored and customizable experience to make sure they have the correct gear for their journey.
The back of the store is more focused on getting into the intricacies and complexities of the apparel and gear that customers will need on their trip. All the products are showcased and broken down layer by layer to help customers understand Kuiu’s signature popular layering system. Here too, the goal was to simplify a complicated process and product story.
