“I always laugh because I spent the better part of my life fighting for brand real estate at stores (while working at RVCA),” Thomas said.
The constant brand changes are one of the reasons this Quiet Storm store does not have branded sections. “They’re becoming a local, Florida hero brand and it’s a great complement to our younger part of the store.” “We do feel like they’re doing a great job at their social media and their collabs,” Thomas said of Duvin.
QUIET STORM SURF SHOP FREE
Free Fly was the most recent addition following an uptick in customer inquiries for the label.ĭuvin Design, based out of Orlando, is another good example with Quiet Storm fielding plenty of calls from customers asking about the brand before it was added to the store mix. They’re building a following.”īrands such as Faherty, Melin hats, and Free Fly apparel are all relatively new to the store. It’s one of the reasons we started playing with the mixes and looking at brands that are doing a great job on social media. Those are the brands that people are coming in and asking for by name. “So, the brands that are out there winning the social media game seem to be the most asked for, popular brands – especially for our younger consumers. “The biggest change is that you have consumers these days who are very, very in tune with their social media,” Thomas said. Brand Social Media Driving Demand in Storeĭeciding which brands to bring in or expand is constantly in flux, but there are a variety of gauges used to make those decisions, including social media. Meanwhile, Quiet Storm private label in shorts, sweatshirts, and T-shirts are popular purchases.Ībout 25% of the store is private label and that’s growing, particularly in women’s, and could eventually become 30% to 40% of the overall mix. “After (Johnnie-O), it really becomes a lot more of an even game across the other brands,” Thomas said in terms of sales performance. Salty Crew and Quiksilver’s Waterman Collection keep the fishing consumer happy, while surf brands attract the beach crowd. Meanwhile, Chubbies and Duvin attract the teen and 20-somethings shopping Quiet Storm. Olukai and Reef dominate the footwear business, with some additional sales coming from Rainbows and Havaianas.įaherty and Fair Harbor do well on the men’s side and also appeal to the older consumer. It sells even with a higher average price point – shorts, for example, range from $90 to $104 compared to $64 for surf brands.
We always get calls asking if we’ve gotten any new shipments because a lot of people want to come back and get a second color on something they love, or a third color. “We have a great, active local customer always out doing stuff,” he said. The same holds for men’s, making Vuori the top brand at Quiet Storm Fort Lauderdale, according to Thomas. It really pulled us through holiday season.” Vuori is definitely one of our shining stars.
“And this year is the first year that Vuori is absolutely taking hold of women – the age range of women buying it is 30s through probably 60s, 70s in our store. “When we first opened, Vuori was huge for us,” Schroeder said. Thomas and Schroeder, like many retailers, noted Vuori’s standout performance. “We still have them, but I would say this year we’ve seen a little less of dad just saying, ‘Hey, throw it up on the counter’ and more like, ‘Hey, why don’t you grab two things you want.’ “We’re seeing less of the family that may come in with three kids and everybody’s buying multiple items – those large purchases,” Thomas said. It was up for March in the single digits as of last week when SES visited the store. So far, business this year has been good, up about 10% in February, with Presidents Day marking the start of the spring break selling period. The merchandise mix includes heritage surf brands like Roxy and Billabong mature labels in Johnnie-O and Quiksilver’s Waterman Collection younger lines, such as Duvin Design and Chubbies and an increasing presence of Los Angeles fast fashion. Their Las Olas Boulevard store, which the two partnered on with Quiet Storm owner Bill Dreibelbis, opened in February 2021 and is 5,000 square feet. Photo by SES.Įric Thomas and Jaci Schroeder’s Quiet Storm in Fort Lauderdale sits in the yacht capital of the world, on a downtown street known for good food and specialty shopping. Quiet Storm Fort Lauderdale women's section. Photo by SES.īright colors and fun prints do well on the women's side. Tanks are fast movers and denim shorts do well at Quiet Storm Fort Lauderdale. Photo by SES.Īccessories and footwear at Quiet Storm. Reef and Olukai sandals do well at Quiet Storm. Johnnie-O is one of the store's top-selling brands. Roark, Vissla, Katin, and more on the men's folding table.
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