Starting out as a functional khaki for work, Dockers® has evolved into a casual California lifestyle brand that’s been winning over consumers across the globe. There’s no denying that Dockers® has had an impressive year. Last quarter alone, the brand increased its total net revenue by 13% on a constant-currency basis compared to the same quarter the year prior, continuing its strong momentum from the previous quarter.
“It’s an exciting and truly transformative time for Dockers,” said Santiago Cucci, chief executive officer of the Dockers® brand. “We’ve been on a long journey to evolve the brand into what it is today, and I’m beyond thrilled that it’s resonating with consumers. Our progress has been consistent for the last two years, and we are now leading by example in our stores across the globe.”
The brand’s success stems from several key strategic initiatives, including its push to rapidly expand its physical stores. As shared at our Investor Day earlier this year, Dockers® has approximately 155 direct-to-consumer (DTC) locations. This includes approximately 60 company-operated retail stores, and the team has been hard at work bringing even more stores to consumers around the world.
By the end of 2022, Dockers® expects to open a total of 16 new stores and have remodeled four more, expanding its roster of state-of-the-art store locations across Europe, Latin America and the U.S. Recent store openings include Fuencarral, Spain; Bordeaux Bègles, France; Puerto Montt, Chile; and Jockey Plaza in Lima, Peru, with even more on the horizon. All stores spotlight the brand’s full head-to-toe product assortment for both men and women, which has proven successful especially as the company looks to deepen its women’s and tops business.
“Our new store on Calle de Fuencarral in Madrid is one of my personal favorites,” said Natalie MacLennan, VP of global retail, ecommerce and licensing for Dockers®. “Located in a popular center among youth shoppers, the store’s new brand expression and product assortment are helping us win over new millennial and Gen Z consumers. I’m really proud of how we brought the brand to life at this store.”
The U.S. also remains a top priority for Dockers®. The brand started the year with only one store in the country and will close out 2022 with six, including a mainline store at Valley Fair in San Jose, California. These stores play a critical role in showing consumers the full brand expression, ultimately further shifting the perception from workforce khakis to casual California lifestyle.
The push into physical retail will remain a priority for Dockers® next year. The team will continue to showcase its products across men’s and women’s, deliver outstanding customer service, build out its Dockers® Crew member program and connect across DTC channels so consumers get a seamless experience, no matter where they are.
Visit the Dockers® website to check out its latest product assortment and learn more about the brand.
