Shop like a beast at Jack Link’s new store
Living the jerky lifestyle is now a lot easier in Minnesota where leading meat snack supplier Jack Link’s has opened its first Wild Side store, an exercise in brand building that doubles as a product testing lab.
Inspired by the brand’s Wild Side ad campaign featuring the mythical creature Sasquatch, the 800-sq.-ft. store offers a quirky mix of about 400 apparel and hard good items along with various types of jerky. The store is located in downtown Minneapolis on the skyway level of the Target Center, a large venue that hosts entertainment events and is home to the Minnesota Timberwolves professional basketball team.
"Over the past 30 years, Jack Link's has built an incredible base of highly passionate fans, and now we're giving them an official clubhouse where they can connect with the brand in a personal way," said Jack Link's CEO Troy Link. "The store is part tribute to the traditions that got us to where we are today and the innovations that will take us into the future. It's a place where fans new and old can get wrapped up in Jack Link's untamed spirit, and experience hands-on all the wild and wonderful elements our brand has to offer."
One of those elements, is a haute couture full length coat, displayed on a mannequin in the center of the store. The coat, or as Jack Link’s calls it, the Sasschál, is a lavish outerwear statement piece crafted in partnership with the design duo of Idle Child. The coat retails for $5,000 and is described as a cozy and fashionable winter accessory that enhances and confuses the body shape, with a man-beast-inspired hood, faux pant legs and vintage fang buttons.
In addition to the Sasschál and other Sasquatch inspired products, the Wild Side store has a highly practical purpose. Plans call for the store to be used to introduce and get feed back on new products created at Jack Link’s new innovation center in Minneapolis.
"Having the Wild Side store so close to our innovation center means we can immediately give people a taste of new products and get feedback on the spot," said TD Dixon, chief marketing officer at Jack Link's. "Our fans are a big part of our success and their feedback is critical. This is the most direct way for us to react to trending tastes and new product forms in real time and keep Jack Link's bringing innovation to the category quicker than anyone else."