Good analysis. You are right on a number of points.
We talked about this in the blog update a little but for those who are interested, we looked at a lot of cities for our second store. But Park City made the most sense for us. From reasons ranging from having a huge customer base in Utah, to the great scene there, to having athletes based around there, to the Sundance Film Festival, and many other factors PC was a no-brainer for us. But it only made sense if we could get on Main Street, which we did. We found a space that is perfect and we are going to fully customize it the way we want it to look.
There are many cities out there that are still in play for future stores and we have already started evaluating the next location. For us to open a store in NYC this Fall would have been tough and potentially harmful for the brand if it was not executed perfectly. It also is across the country and to do our second store away from home across the country would be so tough. Park City is 8 hours from Denver and we can watch over the space carefully as we start to expand our retail presence without losing control of how we like to run things. We had already discussed the 3rd store before we had even signed the lease in PC so it is not as if we are planning on stopping the Jiberish Concept store expansion. But each location will be well-thought out if nothing else. That is just how we do things.
Most of the other locations we are looking at for future stores are in major International cities. But to keep our snow roots in play it is nice to have a store in Colorado and in Utah. You never want to forget who you are and you never want to abandon your loyal supporters. That is always on our mind.
I figured the insight might be helpful for those who are interested in the strategy. We are extremely excited for the new spot in PC and can't wait to get out there Monday to start working on the space.
Thx
