On the heels of Chico's 30th anniversary, the company is ready to step into another decade by taking its brand worldwide. The women's retail chain says it will be opening its doors in Canada by 2015 and may head to Europe at some point in the future.
"[The company is] expanding internationally next year as a corporation and as a brand," Cinny Murray, president of Chico's, told Women's Wear Daily. "We're working on a more upscale prototype that we'll take internationally." That upscale prototype includes revamping store interiors to update the furnishings and color schemes, which the company is currently testing in Boston store locations.
Murray says the first international Chico's store will open in Toronto, where the brand has a strong base according to retail sales tracked through e-commerce. Details on further international stores are still being developed, but Murray noted that plans for European stores are likely on the horizon, too.
In addition to crossing the U.S. border, Chico's has plans to expand its offerings stateside by introducing a new golf collection. With the company headquarters located in sunny Florida, Chico's says it is well-connected to the golf community and counts golf enthusiasts among its core customer base.
"We're seriously rolling golf out to 400 stores in the spring," Murray said. "Also in the spring, we're working with the Ladies' Professional Golf Association and partnering with them on the Chico's Patty Berg Memorial Tournament. Golfwear didn't have pizazz and femininity. A whole new world of customers will find us through golf."
Chico's currently operates about 700 stores in the U.S. under Chico's FAS Inc., which owns the signature label as well as White House|Black Market, Soma and Boston Proper.
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-This Women's Wear Daily article
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