I happened to be in Hawaii just after the new, company-owned Sanuk store in Waikiki opened, and I stopped by to check it out and take some photos.
The 1,500-square-foot store has a prime location directly across from Waikiki Beach, and I was struck by the elevated look of the store. The design managed to keep all the irreverence of the Sanuk messaging while packaging it in a more upscale setting.
The Sanuk store is on the same block as recently expanded Ugg store, which is one of the busiest Ugg shops in the world. Ugg and Sanuk are both owned by Deckers Outdoor Corporation.
After seeing the new Sanuk location, I followed up with President Jake Brandman and asked him a few questions.
Sanuk also has company-owned stores in Santa Monica and Cabazon, California.
Why open a company store in Waikiki?
Jake Brandman: Sanuk’s heritage has always been rooted in surfing, so what better location to pick than the epicenter of the sport itself? The store is located at 2424 Kalakaua Avenue, which gives us a perfect view of the waves at Waikiki Beach.
What is the look Sanuk was going for with the store?
Jake: Our goal with the Waikiki location was to bring the Sanuk “Brand Story” to life via fun, humor and aloha. As our third company owned store, we are able to truly bring all the vibrant, smile-inducing aspects of the brand to life and create that deep connection with existing and new customers alike.
We will continue to showcase our innovative Sidewalk Surfers and comfortable Yoga Mat and Beer Cozy sandals to both the locals and visitors of Oahu.
This store is in the same building as Ugg. Did that Deckers connection help Sanuk get such a prime location across from the beach?
Jake: We believe that Sanuk is providing the building a unique one-of-a-kind retail outlet that truly connects to the customer-base in Waikiki. And yes, being apart of the Deckers family does have its benefits.
I’m guessing you will have to sell a lot of sandals to pay the rent there. Is profitability at this location important, or is it more important to expose the brand to Waikiki’s international clientele?
Jake: We have a lot of goals to accomplish with this location. We have an opportunity to tell the Sanuk brand story to a large population of locals and to domestic and international visitors of Oahu. We’re incredibly excited to see the joy our products bring to our customers. And yes, being profitable is important too.
I remember there being a smaller Sanuk store in Waikiki before. What happened with that location?
Jake: Island Soles has been a phenomenal partner of Sanuk, which owned and operated the Sanuk location in Waikiki for years. The Island Soles store is still located in Waikiki and will continue to sell an array of Sanuk product.
How many stores does Sanuk plan to open in 2014?
Jake: Only time will tell, but we plan to identify unique retail locations that can help drive the Sanuk Brand forward while promoting our great product.
Any interesting insights thus far into what is selling well in the new Waikiki store?
Jake: The Sanuk Yoga Mat Collection has been doing quite well for us in Waikiki. Traditionally, the Yoga collection has always been a hot seller and we’re excited about our 2013 SIMA Image Awards Nomination for the Yoga Sling Sandal, Footwear Product of the Year.
