Canadian performance-wear firm chooses Denver for its first worldwide retailer


A Canadian efficiency clothes firm that has needed to broaden for some time into the U.S. has picked Denver as the situation for its first worldwide retailer and plans to open in early October, though there’s nonetheless a pandemic.
DUER, based mostly in Vancouver, B.C., signed a lease in August for a roughly 1,600-square foot house within the River North Artwork District. The doorways will open Oct. 9.
“We’ve had this in our sights for a very long time, a U.S. launch. I’m simply thrilled to lastly be capable of do it. It’s type of ‘Pandemic be damned, we’re going to do it,’ ” stated founder and CEO Gary Lenett.
Since beginning the corporate about seven years in the past, Lenett stated DUER has constructed a powerful buyer base within the Denver space. The corporate focuses on denims for women and men that look ok to put on to enterprise conferences and are comfy sufficient to bike to work in.
Lenett was 56 when he began the corporate. He had been within the vogue enterprise for greater than 30 years, working with such main manufacturers as Levi Strauss & Co. At a sure level, he instructed his spouse and enterprise companions that he “was completed with this.”
“I needed to get more healthy, have a less complicated life-style,” Lenett stated. “I gave up my automobile and began driving my bike all over the place.”
It’s about an hour’s bicycle trip from Lenett’s residence to his workplace in downtown Vancouver. “If I had an vital assembly and nonetheless needed to trip my bike, I couldn’t discover something I’d put on,” he stated.
Lenett labored with a buddy who’s an skilled in efficiency attire to give you common denims “and put some tech into them.” The denims have gussets for added mobility and are manufactured from denim and blended materials that embody moisture-wicking and antimicrobial options.
“I assumed, OK, this shall be a pleasant retirement gig for me. And I get to make pants for myself,” Lenett stated
The enterprise took off. Lenett figures he tapped into the proper factor on the proper time. DUER has three of its personal shops in Canada and sells its line, which incorporates some jackets and tops, on-line and in about 700 unbiased retailers throughout North America and Northern Europe. When Lenett began scouting websites for his first shops within the U.S., 4 cities have been on the high of his listing: Seattle, Los Angeles, New York and Denver.
A superb association with the owner moved Denver to the No. 1 spot. He hopes to open different U.S. websites quickly, presumably within the spring.

Lenett stated his firm’s analytics instructed him Denver was the town, however his intestine instructed him RiNo was the proper spot. “I acquired out of the automobile in RiNo and the man who was with me, the actual property agent, stated, ‘You discovered it, didn’t you?’ I really like the vibe. For our buyer, it’s good.”
Just like the shops in Canada, the RiNo house will embody a “playground” with bikes, swings and monkey bars that clients can use to check out the denims for consolation and mobility.
The pandemic has decreased the variety of DUER workers in Denver getting ready for the opening. The individual heading the preparations should go into quarantine for 2 weeks on returning to Canada, as will Lenett after visiting Denver.
Nevertheless, Lenett stated the pandemic has posed few disruptions for the corporate. DUER has its personal manufacturing facility abroad. There have been some points with some smaller gadgets produced elsewhere,  “however nothing we haven’t been in a position to overcome.”


Please enter your comment!
Please enter your name here