Prana to open Southern California store as part of expansion plan

Outdoor clothing company Prana is set to open a store in Southern California as part of its larger plan to grow its brick-and-mortar presence this year.

The outdoor clothing company was bought by Columbia Sportswear last year for $190 million and sees a big opportunity for the business in physical stores, reported Women's Wear Daily.

"From where we stand, the companies that are going to win in the future are going to have multiple points of contact with the customer," Scott Kerslake, CEO of Prana, told Women's Wear Daily. "We see retail as being a key part of that multi-channel strategy. For us, retail should not only be a great exhibit for the brand, but also a place that makes it easy to transact for people. It's one additional point of contact, integrated into the broader experience."

Prana currently owns five stores in Boulder, Denver, San Francisco, Portland and Minneapolis. The new location, which will be in Encinitas, will be around 3,000 sq. ft. and is expected to open in April. Close to the company's headquarters, the store will serve as a lab to test new strategies and technologies, including kiosks with access to inventory.

The new store will join another local competitor in the sportswear space: Reebok. Last year, Reebok announced the opening of four new FitHub stores in Southern California, geared toward the CrossFit community. Two of the stores are in San Diego, while there will be one each in Rancho Cucamonga and Studio City.

Reebok has about 1.8 percent of the sportswear market compared with Nike, which owns 13.6 percent. Nike (NYSE:NKE) recently reported a strong quarter that included a 70 percent increase in e-commerce sales.

Four more Prana locations in Palo Alto, California; Austin, Texas; Seattle; and Park City, Utah are all under consideration.

For more:
-See this Women's Wear Daily article (subscription)

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