The first store opened on Nov. 4 at the Mall of America with a 1,435-square-foot location directly connected to the adult Pacsun store. The Pacsun Kids brand is unique in that it offers its assortment as genderless, catering to kids 4-14.
The brand first launched digitally, leveraging a livestream event featuring guest influencer, local mommy blogger and mom of two, Jenna Holliday, to connect with customers. Holliday is also the founder and CEO of Spoonful of Faith. The brand also created a holiday instagram filter shoppers could access through a seasonal QR code in the store. Customers also had the chance to be featured with an animated deer in photo and selfie mode.
Pacsun launched several other livestream events as well as pop-ups to launch the new brand. The retailer is planning to hold more livestream events in the near future at the Cerritos, California, store and Brea Mall, which are new locations for the brand. In total, Pacsun is planning to open five Pacsun Kids locations in 2022.
"At Pacsun, we want our consumers to be free to express themselves and choose what they want to wear without boundaries, which was the driving factor behind introducing our Pacsun Kids label, completely without gender," Brie Olson, president at Pacsun, said in a statement. "Expanding our offerings at the store level at Mall of America, where we've offered our main collection for years, was very important to us to continue empowering our youngest consumers yet to pick what they want from a Pacsun label and store created just for them."