Canadian fashion and outerwear brand
Rudsak is shifting gears amid the pandemic by re-evaluating its operations while innovating to meet consumer demand. With that, the company is reducing its physical store count while shifting sales online with an eye to the future guided by analytics and technology. The company is moving further to a direct-to-consumer model with a heavy focus on outerwear with sustainability being an important component.
Founder
Evik Asatoorian told Retail Insider that his company is making significant changes to its operations based on learnings over the course of the pandemic. Online sales have already grown by 300% and by the fall, about 50% of the company’s sales will be online. That’s a significant jump from 2019 when the brand had 34 stores across Canada with sales primarily being in physical locations.
That store count will eventually be reduced to between 15 and 20 stores across Canada, according to Asatoorian, who explained that many brands no longer need an expansive store count to meet consumer demand. Many of Rudsak’s leases have been coming due recently and the company is working with landlords on what makes the most sense for the brand’s physical footprint. Asatoorian said that markets such as Montreal and Toronto should ideally have three or four physical storefronts.
“Consumers will always need a retail space to discover and experience the product as well as to be served,” said Asatoorian. The company ultimately grew to have too many stores he said. “We opened stores in places that we shouldn’t have.” Moving forward, Rudsak’s concept stores will aim to be experiential with attractive interiors and exceptional customer service including in-store private styling appointments. “We’ve seen a change in how consumers purchase and what they look for, so we have optimized our e-commerce and in-store experience to cater to those needs”, he went on to say.