Allen Edmonds Opens Oklahoma City Store as Part of New Expansion Plan
Allen Edmonds has landed in Oklahoma City.
Located at 5850 N Classen Blvd. at the Classen Curve shopping center, the 1,250-square-foot shop is the first Allen Edmonds store to open in over five years and the first new market for the brand in over seven years.
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According to the Caleres-owned men’s footwear brand, the new shop, which officially opened on Friday, features the brand’s Port Washington Studio concept design and introduces in-store experiences like customization and guest education on the brand’s legacy.
David Law, SVP and GMM for Allen Edmonds, said in a statement on Monday that the company is “delighted to make its mark” in Oklahoma City. “The decision to expand into this market reflects our commitment to sharing our passion for craftsmanship and classic style with an ever-growing audience,” Law said. “We look forward to becoming an integral part of the Oklahoma City community and serving the discerning men of this vibrant city.”
The opening of the Oklahoma City store signals the beginning of a new era for Allen Edmonds. The brand plans to expand its retail network with approximately 20 new stores slated to open in strategic markets over the next several years.
This plan was teased during Caleres’ Investor Day earlier this month. Law said during the day that the planned expansion should take place over the next four years.
Law also noted during the investor day that the men’s brand will be tested in new markets like Canada and other domestic markets in the U.S. “We’re aiming for a cleaner distribution and reduced promotion for the brand with an overall 40 percent increase in [average retail unit],” he said.
In August, Caleres revealed that Allen Edmonds had delivered its 10th consecutive quarter of growth in the second quarter. According to company CEO Jay Schmidt, improvement at the men’s brand was broad-based across all channels, with sales up mid-single digits compared to the second quarter last year.
“We saw strength in our direct channels, with brick-and-mortar up 5 percent and e-commerce up 13 percent, driven by increased traffic and conversion,” he said at the time. “I am pleased to note that we’ve seen significant increases in the brand’s average unit retails compared to pre-pandemic levels. There’s a lot to be excited about at Allen Edmonds.”
The next Allen Edmonds location is scheduled to open within the next three months in Birmingham, Ala.
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