Orange County Maker Of Hip Apparel Ready To Launch L.A. Store

Volcom, one of Orange County’s hottest apparel companies, is opening its first U.S. retail store in Los Angeles this month.

The 1,200-square-foot store is on La Brea Boulevard alongside restaurants and stores such as Stussy, Undefeated, Union, Lucky Brand and American Rag Cie.

“L.A. is a healthy place for Volcom, especially because of all the apparel and creative energy up there,” said Richard Woolcott, Volcom’s founder and chief executive.

The Costa Mesa company has stores in France, Germany and Indonesia. Volcom has no plans to open any other U.S. stores.

The store is set to showcase Volcom’s men’s and women’s apparel, as well as limited-edition pieces. It also plans to offer music and movie releases by the company’s in-house record label and film studio.

Volcom has worked with consultant Billy Stade, who owns The Closet, a sportswear retailer in Costa Mesa and Huntington Beach that sells Volcom. “We’re not retail guys,” Woolcott said. “He’s been doing it. He knows.”

Volcom is the latest Orange County apparel maker to dabble in retail. Foothill Ranch-based Oakley Inc., Huntington Beach-based Quiksilver Inc. and Irvine-based Billabong USA also run stores.

Apparel makers have to strike a delicate balance of displaying their brands the way they want without stepping on the toes of their big retailers.

“This store guarantees that the diehard Volcom grom (young fan) has a place to find more Volcom vibe and apparel,” said Kevin Flanagan, show director at Laguna Beach-based Action Sports Retailer Trade Expo.

Orange County Business Journal