Aussie retailer General Pants Co. to bring local street brands to the US

By

Benjamin Fitzgerald

Published
May 9, 2016

Australian youth retailer General Pants Co. is planning to enter the US, opening a multi-brand concept store in West Hollywood in June. The Los Angeles outlet will act as an exclusive point-of-sale for several Australian streetwear labels in America.

'The Local' by General Pants Co. will be located on the popular La Brea Avenue and will stock brands including: Ksubi, Insight, One Teaspoon, Zanerobe, Neuw, Rolla’s, The People Vs, Arvust, Spencer Project, Standard and Alice In the Eve.

"There are 3.8 million 18-30 year olds in all of Australia but 2.2 million in LA county alone. LA was an obvious choice for 'The Local' based on the sheer volume of consumers within our target demographic and those that lead similar lifestyles to existing General Pants Co. customers at home," said General Pants Co. CEO, Craig King. 

The company will also operate a wholesale office and showrooms to further sharpen its US market penetration. Art exhibitions and live music are planned in addition to the store, to attract more patronage.

The Sydney-based firm said it will send team members from Australia to best assimilate its current business model. Local sales staff will also be hired.

"With our Aussie team heading over to open The Local, we are excited to give LA a little taste of what makes us different," added King.

General Pants will also open a second US store in New York later this year.

The retailer was founded in 1972 and currently has 53 stores in Australia and 13 concessions with department store David Jones.