Still Here Expands to Los Angeles: A Strategic Move in Denim Retail Growth

Expansion Plans and Market Insights

Still Here is set to broaden its horizons by venturing into Los Angeles, marking a pivotal moment for the New York-based denim label. Launching a store on Melrose Avenue comes just a month after inaugurating its fourth New York location. This move signals an ambitious step away from its established roots in Downtown New York. From its inception in 2018, founders Sonia and Maurice Mosseri didn’t envision this aggressive retail strategy. Their Nolita store, opened in 2022, turned out to be a pivotal success, serving as a template for future growth. Now, they’re expanding from three to five store locations, continuing to offer signature denim products like the beloved Cool Jean and the waist-free Sport Jean. One of the brand's earliest milestones came in 2019, when they successfully sold 200 pairs of jeans at Barneys in just over a week. However, the bankruptcy of Barneys combined with pandemic-induced shipping issues forced the Mosseris to pivot to online sales via a ShopMy account. They faced high return rates, attributed to the distinctive fit of their 100% cotton jeans compared to the stretch options dominating the market. This challenge underscored the rationale for opening brick-and-mortar locations, particularly after securing a favorable lease in the spring of 2022, as rents dipped during the pandemic. "Sales became sticky," Sonia reflected on the uptick in their retail success, with a loyal New York following emerging. Maurice emphasized that effective word-of-mouth marketing built the brand's reputation in Downtown Manhattan, confirming the allure of having a physical storefront for a niche brand. When an opportunity arose for a second store on Madison Avenue late in 2023, the Mosseris hesitated, concerned their core customers were predominantly located south of the city. An encounter at a local eatery with a customer carrying a Still Here tote revived their conviction to open the store. Following this, another location in Williamsburg is set to launch in 2025. Presently, the brand operates with a remarkable direct-to-consumer model, generating 80% of its revenue through a mix of retail and e-commerce — a near-even split that showcases the effectiveness of both sales channels. Still Here boasts impressive growth, having increased its revenue tenfold over three years, with profits doubling annually. Current metrics indicate surging demand, with direct orders rising over 90% compared to previous figures. The question now shifts to the brand’s trajectory moving forward.

Targeting Los Angeles

The upcoming store in West Village seems like a strategic fit. Sonia noted, "It’s one of our highest zip codes in Manhattan in terms of sales.” Their entry into the West Village aligns with other emerging brands, positioning Still Here among a wave of vibrant openings—a strategic decision reminiscent of their Madison Avenue move in 2023. This new hub will be four times the size of their original Nolita store. Los Angeles, however, presents a different challenge for Still Here. "This step feels exhilarating," Sonia shared, recognizing that while LA has abundant potential, it isn't expected to replicate the same sales figures as New York. Instead, they view this expansion as a means to tap into celebrity culture and industry connections that can increase brand visibility beyond direct financial returns. Having identified ideal neighborhoods, the Mosseris aim to blend seamlessly into the LA scene, aided by a strategic understanding of neighboring brands. Although sales targets are less ambitious than those in New York, they aim to leverage this opportunity for broader recognition. After all, they’ve already won over celebrities like Zoe Kravitz and Jennifer Lawrence. Going forward, Still Here plans to maintain its core focus on denim, with 85% of their offerings rooted in foundational styles, rather than chasing fleeting trends. This commitment to "everyday dressing" influences their product mix and cadence. Instead of two major releases each year, they intend to introduce collections seasonally, keeping stock fresh and engaging for their clientele. The Mosseris are processing these changes diligently. "We’re chasing new avenues, testing other markets," Maurice remarked, expressing hope about the unknown possibilities their brand can exploit. Yet, their approach remains intentional—there's no rush to expand further until they discover an enticing opportunity that aligns with their vision.