California lifestyle brand Rails, founded by Jeff Abrams, is opening four new stores across the US in 2023, following a strategy of expansion focused on the US market. The brand, known for its soft plaid shirts, has also expanded its offerings to include womenswear and menswear, and is aiming for a 50/50 split between wholesale and direct-to-consumer sales.
by Jeff Abrams with $5,000 of bar mitzvah money, is opening four new stores this year. The California lifestyle brand, which grew from shirting to a full run of womenswear and menswear offerings, has already opened in Atlanta’s Buckhead Village and the Scottsdale Quarter. The company will also open stores in Bethesda, Md. on April 25 and in Chicago on Armitage Avenue in the coming months. strategy to open four to five stores per year, “mostly focused on U.S.
That introduction is being done in a highly curated environment that mirrors the West Coast sensibility. While each store is built with a boutique approach, bringing California sunshine and effortlessly cool design across the globe is a common thread. See: vintage furniture, rattan lighting, warm wood tones, and succulents. “We spend a lot of time trying to make the stores not feel transactional, but really a place where people walk in and they can feel the ethos of the brand,” Abrams says.
In the new Atlanta store, for example, which stretches across 2,700 square feet and showcases Rails’ womenswear and menswear offerings, the decor includes a vintage rustic leather couch Abrams came across while shopping for his Montecito home, vintage lighting from Mix Galleries in L.A., and hand-painted works from Meson Art. For Abrams, the feel of Rails’ stores is all about delivering “the dream of California living.
Soon, the brand will be bringing that dream to new markets such as Nashville and, in a homecoming moment, L.A. “Finding alocation, which can be our West Coast flagship, is high on our agenda,” Abrams said. “I think we would do well both on Abbot Kinney and in Beverly Hills.”Rails is also plotting a debut menswear store, starting with New York City. “Our goal is to start building men’s stores that are near our women’s stores,“ Abrams said.
While Rails has shifted from generating 100 percent of its business via wholesale to direct-to-consumer channels now accounting for one-third of sales, Abrams is working toward an even split. As for year-to-year growth, Abrams shared that retail sales are up more than 20 percent in the U.S. and more than 30 percent internationally.Rails’ strategy of opening four or more stores a year isn’t just a marketing endeavor — it’s also self-preservation amid a changing apparel landscape.
RETAILEXPANSION BRANDGROWTH CALIFORNIALIFESTYLE DIRECT-TO-CONSUMER WHOLESALE
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