VINEYARD VINES
A Stylish Market Footprint
Vineyard Vines’ entry into brick-and-mortar retail wasn’t planned; it was an unexpected
challenge they had to navigate. The brand had licensed its name to a high-end retailer, who opened four dedicated stores. When the retailer decided to exit the business, Vineyard Vines was left with four profitable but unplanned stores and a big decision: Should they expand, and if so, how?
Real Estate Strategy for a Changing Market
The company had no real estate strategy, no store design prototype, and no formal expansion plan. They were guessing at locations rather than making data-driven decisions, and they had internal conflicts over brand perception versus actual customer behavior – preferring luxury retail centers even when high-traffic locations performed better.
ASG stepped in to turn uncertainty into strategy. First, ASG developed a formalized store prototype, ensuring design consistency across all locations. Next, ASG built a data-driven site selection strategy, helping Vineyard Vines secure high-performing locations, even when they resisted certain markets. Over time, ASG helped Vineyard Vines grow from four stores to over 150, ensuring that every lease, every location, and every investment was aligned with a profitably long-term vision.
DISCIPLINE
They have an incredible knowledge of markets and fashion retail, combined with exceptional deal execution skills. ASG digs hard for the right deals and has a real passion for our success. We recommend ASG to anyone looking for a partner who combines strategy and market knowledge with a complete understanding of fashion retail.
– Mike Gaumer
President, Vineyard Vines