GOORIN BROTHERS OPENS RETAIL STORE IN SAN FRANCISCO

The 111-year-old hat maker wants to combine the old world charm of North Beach with the contemporary sensibility of their hat collection. The grand opening is June 17 and will include a grand opening “soiree” on June 17th and June 18th. The store is located at 1612 Stockton Street in the North Beach section of San Francisco.

This fourth generation hatter was founded by Cassel Goorin in 1895 out of the back of a horse cart. Apparently the Goorin name still makes magic for celebrities and locals. Their hats are worn by rapper Jay-Z, Tom Cruise, Ashanti, Ashlee Simpson and the Black Eyed Peas. They are worn in the Mission: Impossible III movie, as well as The Fast and the Furious Tokyo Drift and Bar Starz.

Although this label has historic heritage the new retail space will hail from the new school of retail theory. A retro black-and-white striped awning with the Goorin logo will greet customers and the window will showcase local artists and Goorin hat wearers. The interior has a vintage flair with merchandise displayed in mahogany library shelves and antique cabinets.

A loft area with DJ booth and cushy vintage chairs will encourage shoppers to hang out (a great idea practiced by smart retailers). Special guest DJs will be invited to spin tunes, and local DJ’s will also be encouraged to participate in the music fest.

This new retail venture is designed to “bring back the authentic feel of a hat shop from decades ago. Exclusive hats styles (not available elsewhere else) will be sold in the store and Goorin memorabilia will be displayed throughout the store.”

Ben Goorin, great-grandson of founder Cassel, redesigned the line to blend retro styling with a hip sensibility. “We consider ourselves old masters when it comes to hat making and we invite others to experience the romance of hats the way they once were,” said Ben Goorin.

Goorin’s bag collection includes: deconstructed messenger bags, weekenders, canvas printed backpacks for men; and slouchy hobo purses, patterned messengers and totes for ladies.

For information contact: Liz Brusca - 800-862-0100 x 309 liz@goorin.com www.goorin.com

*A note to note: This retail concept of adding a DJ and local consumer participation is a real winning retail concept. If you’ve been to Abercrombie & Fitch lately you know that with young people environment is king. The music is so loud you can damage an ear drum (ear health ranks lower than fashion prowess at this hip retail store).

The key to being the king of retailers is to make your customer feel as comfortable at your store as they do in their own living room. The new Abercrombie & Fitch store in NYC hands out merchandise in shopping bags with no logo or store name, instead the sepia colored bags have pictures of gorgeous young people in provocative poses. Again: Hipness reins supreme. This is not your father’s retail store- and that is intentional.