It may still be balmy outside, but inside its new Denver store, Uniqlo is hoping shoppers have winter on their mind.
The Japanese clothing retailer will open its first Colorado location at 10 a.m. Friday on the 16th Street Mall, the two-story store at the Denver Pavilions chock full of autumn-hued sweaters, cozy base layers and bright-hued down jackets.
“A personal goal of mine was to make this Denver’s Uniqlo, not just a big box dropped in,” general manager Rolena Richardson said during a media tour Thursday.
Downtown and shopping center officials have equally high expectations for the Japanese retailer. Known for its quality, yet affordable take on wardrobe staples, Uniqlo chose the Pavilions for just its second U.S. location not on the East or West coasts and hired 130 people to run the store.
“This is another important building block in the evolution of downtown,” said Mark Sidell, president of Gart Properties, owner of the downtown shopping center. “I suspect the sales will be very, very impressive. The product line and offerings relate to a broad swath of men, women and children and may result in even a wider reception than H&M.”
H&M, of course, entered the Denver market in 2011 to considerable fanfare, the Swedish fast-fashion retailer’s most devoted fans camping overnight be among the first to enter its Pavilions flagship store.
Uniqlo may not have the same opening-day brand recognition, but Sidell said he’s expecting “a 3X in traffic” between Uniqlo and the space’s previous tenant. Overall, the Pavilions’ sales per square foot have almost doubled since Gart Properties bought the downtown shopping center in 2008.
“If you’re already familiar with Uniqlo, then you’re probably going to be lining up for the opening on Friday. It’s really an exciting thing for us,” Sidell said. “If you’re not yet acquainted, you’re going to love it.”\
From an economic development standpoint, having another first-to-market retailer choose downtown Denver should only “open up doors to more prospective retailers,” Downtown Denver Partnership CEO Tami Door said.
“Whenever an area, particularly an urban center, gets a first-to-market retailer, it sends a very strong message to other retailers about the opportunities and potential for success in that area,” Door said.
The downtown store will likely remain Uniqlo’s only outpost in the market for awhile, too.
Although company officials have expressed interest in future expansion in the area, Uniqlo’s agreement with the Pavilions is structured in a way that “creates a strong disincentive for them to open another store in the two years following opening,” Sidell said.
“Uniqlo, they have a lot of choices,” he said. “Their selection of Denver really turns heads for other retailers.”
The 17,000-square-foot Denver store is one of Uniqlo’s larger locations in the U.S. Ride up the red-handrailed escalator, and one corner of the second level is dedicated to local partner businesses.
The displays will change out every eight weeks or so based on the season, Richardson said. On Day 1, Elevation Cycles and outdoor gear supplier Feral Mountain Co. are among the featured companies.
Nearby, mannequins show off staple pieces, such as the brand’s popular ultra-light down vests and jackets, as part of both business casual and athleisure looks. It’s an intentional tip to Denver’s lifestyle, Richardson said.
“With our ultra-light down, we’re not trying to compete with Patagonia or North Face,” she said. “We want to be a supplement.”
Richardson is already looking forward to introducing Denver customers to more of Uniqlo’s designer collaborations and lines as the store settles into the market.
That includes Uniqlo’s spring collection of bright graphic T-shirts — perhaps a more fitting option for an 80-degree day.
Uniqlo grand opening block party
When: 11 a.m. to 3 p.m. Friday
Where: 16th Street Mall and Glenarm Place (The store is at 16th and Tremont streets.)
Cost: Free