Canadian performance lifestyle apparel brand DUER, known for flexible fabrics that offer versatility and style, has opened its first Edmonton storefront at Southgate Centre.
DUER has partnered with Edmonton Oilers’ goaltender Stuart Skinner for the Grand Opening Weekend on November 15-17.
“After decades making jeans for some of the world’s best brands, I started DUER because I couldn’t find pants I’d want to wear to ride my bike to an important meeting—this was the inception story of Performance Denim,” said Gary Lenett, CEO of DUER.
“Partnering with Edmonton’s own Stuart Skinner is a natural fit as he embodies the active, on-the-go lifestyle that our clothing is designed for and has deep roots in the community.
“With our latest store in Southgate Centre in Edmonton now open, we are sitting at six stores in Canada and two in the United States. We had hoped to open a handful of stores this year but are judicious about signing the ‘right’ leases. We did open Ottawa in July to a really strong initial response that we’ve maintained. I’d like to think we got the lease right in this market! We’re hoping to see the same enthusiasm for DUER in Edmonton.”
Lenett said the retailer has some pretty grand goals for the business in the coming years.
“Our strategy is centered on expanding our retail footprint so more customers can experience the clothing firsthand. This in-person approach is how new customers understand what sets DUER apart from other apparel brands,” he said.
“Beyond North America, we’re working hard to establish a greater presence in the EU. We have an amazing network of partners around the globe and we’re now zeroing in on specific territories so we can level up the brand familiarity in geographies like Germany and the UK.
“On the manufacturing side, we’ve worked hard to advance the technology in our owned factory based in Lahore, Pakistan. From advanced laundry systems to solar panels that power much of our energy needs, we’re really driving at being a leader in this space.”
During the Grand Opening Weekend for the Edmonton store, fans can enter to win an exclusive meet-and-greet with Skinner, who was recently captured wearing DUER’s famous Performance Denim along with the brand’s more formal offering, NuStretch.
“These DUER pants feel awesome and look great too,” said Skinner. “Now that I’ve found pants with stretch that fit my muscular legs, they’ll be my Go-to.”
The 1,750-square-foot store will showcase DUER’s full range of men’s and women’s apparel.
“We’ve had a lot of success in Calgary and, even though the two markets are different in a number of ways, we believe we’ve got a lot of “Duers” in Edmonton,” explained Lenett.
“As is the case with any new venture, we’ve put in the groundwork and built a strong customer base in our wholesale division, which helps mitigate any risk and gives us a solid foundation to build on.
“We spent a long time looking at specific locations in Edmonton and ultimately Southgate Centre felt like the right fit, with neighbours like Apple and lululemon and an ideal store footprint. It’s also the mall where the locals go to shop, giving us a real opportunity to become a part of the community.”
He said the retailer’s stores typically range from 1,500 to 2,500 square feet, depending on the location and layout, giving it the flexibility to create an engaging shopping experience tailored to the market.
“We look at several factors, with an emphasis on our existing customer base. We look at demand from local wholesale partners like MEC and Sporting Life, online sales, and regional brand awareness,” said Lenett of the company’s real estate strategy.
“We’ve brought on local hockey star Stuart Skinner to support us in the launch period of the new store. This partnership supports our desire to build community in the markets we are entering. And in terms of Stuart, he absolutely embodies the active, on-the-go lifestyle that our clothing is designed for.
“I really believe consumers are much more curious about the experience rather than the ‘thing’. What I mean by this is although they may be coming into our store for pants, it’s going to be the atmosphere and experience that’ll leave an impression. And this goes beyond excellent store staff – although I genuinely believe we have the best in the business. It extends to the imagery and storytelling that appears throughout the store, making the space feel relatable and connected to who we are as a brand.”
