Skullcandy to Open Free-Standing Outlets as it Enters Canadian Market

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As it rolls-out its unique new retail concept, popular headphone and consumer electronic accessory brand Skullcandy is looking to open multiple Canadian locations. Skullcandy is seeking retail space within outlet malls, and it has ambitious expansion plans for both the United States and Canada. 

Founded by Rick Alden in Utah in 2003, Skullcandy is known for its unique array of headphones, earbuds, wireless speakers and other consumer electronic accessories. It is considered to be a lifestyle and performance audio brand, inspired by the creativity of youth culture. 

Publicly traded Skullcandy is partnering with Massachusetts-based Brattle Retail Partners to launch the direct-to-consumer Skullcandy Factory Store concept. Last fall, Skullcandy opened a store at Las Vegas South Premium Outlets, and the company is pursuing plans to open in excess of 20 U.S. locations within the next four years. 

Within each store, consumers may sample and interact with products in a space that “reflects the integrity and passion of the Skullcandy brand”. Customers are encouraged to peruse its listening stations to sample its products, using personal mobile devices or the interactive Skullcandy app on in-store iPads. Big screens play custom Skullcandy videos featuring endorsements from top athletes, and an in-house video gaming section encourages customers to hang out and test Skullcandy’s wireless gaming headphones.

Skullcandy is involved in the sponsorship of various sports, from skateboarding to wakeboarding, motocross, snowboarding, skiing and biking. As well, Skullcandy has an NBA-inspired collection and relationships with various basketball teams. Not to mention, Skullcandy recently partnered with Jay-Z to design its popular Roc Nation Aviator headphones. 

Skullcandy’s net sales hit $247.8 million in 2014, up 18% from 2013. 

Skullcandy has partnered with Canadian brokerage Think Retail to launch its Canadian stores, and is seeking retail space between 600 and 1,000 square feet, with an initial focus on British Columbia, Alberta and Ontario. The plan is to finalize three or four Canadian locations within the next 12 to 15 months, and to open up to a dozen Canadian outlets over the next three years. Ideally, co-tenants will share a passion for youth culture, active lifestyle, and setting trends such as surf, skate and snowboard brands, as well as sunglasses and active apparel for men.


Article Author

Craig Patterson
Craig Patterson
Located in Toronto, Craig is the Publisher & CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Advisor at the University of Alberta School Centre for Cities and Communities in Edmonton, former lawyer and a public speaker. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.

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