WeSC announces new store openings

By

Olivier Guyot

Published
Apr 7, 2016

For a few seasons now, WeSC has been one of those streetwear brands with intermediate price positioning which have suffered significantly. To counter this situation, the Swedish label has overhauled its men's and women's collections, now designed by new creative teams, and has devised a new store concept.

WeSC now intends to establish this concept in quality commercial locations, and announced it wants to open four stores in the next 12-18 months. It will be adding to its network on the domestic market, and already announced an opening in Stockholm's PK Huset shopping mall for next June.

The brand is also targeting openings in the USA and in another London location. At the same time, WeSC's management stated that, internationally, the brand intends to focus on those distributors which feature a network of stores.

The brand claims a presence in 25 countries, while 22 stores are operated directly by WeSC or its regional partners.

For 2016, WeSC announced a revenue target between SEK210 and SEK220 million (between €22.5 and €23.5 million), notably thanks to the acquisition last December of the Shirt Factory company, founded in Stockholm in 1988, and to the synergies between the two companies.