Zumiez has been telling us for some time now, correctly I think, that they are approaching the number of Zumiez stores the U.S. market can support. They ended their January 31 year with 603 U.S. stores. No doubt they will continue to selectively open (and close) stores and there is certainly no exact number of stores this market will support. However, I’m guessing that the number has declined due to a weak economy, an over retailed market, and Zumiez’s omnichannel influenced “trade area” strategy.
That strategy focuses on having the right number of stores in each geographic area given ecommerce and the way Zumiez’s customers are choosing to shop. Its focus is maximizing revenue in each area. Its premise is that opening more stores isn’t the only, or even the best, way to do that.
But Zumiez is a public company. Growth matters, though CEO Rick Brooks (along with some other CEOs) is trying to get the Wall Street community to focus a bit more on the bottom line rather than the top.
I guess after the initial shock you get when something new and different happens, I wasn’t that surprised to see Zumiez’s new concept store WAYWARD open in this Bellevue, Washington mall two stores down from the Zumiez store. Here’s a picture of the entrance.