McMullen Oakland Retail Store Is 15 Years Strong and Expanding – WWD
, 2022-06-03 04:04:15,
Influential Oakland retailer Sherri McMullen, who has made it part of her ethos to support designers of color at her inclusive luxury specialty store, is in expansion mode, with plans to boost her growing e-commerce channel and launch a young designer incubator at a new 10,000-square-foot warehouse space.
The fashion leader is also marking her 15th anniversary by taking her store on the road, starting in L.A.’s Leimert Park neighborhood, where she will have several events this weekend, then popping up in Detroit for six months beginning in September, and hosting a three-day celebration and runway show in November in the Bay Area with 15 exclusives from 15 designers.
“It’s important we have brands from people who look like me, because I’ve known firsthand how challenging it is to run a business when you have very few resources,” said McMullen, who was the first retailer to buy CFDA Women’s Designer of the Year winner Christopher John Rogers’ collection, which she stocks in her lifestyle boutique alongside Stella McCartney, Khaite, The Row, Jacquemus, Carolina Herrera, Peter Do, up-and-comers Sergio Hudson and Khiry jewelry, glassware by Estelle, Ankara pillows by Lagos-based Lisa Folawiyo, books such as “Black Food: Stories, Art and Recipes from Across the African Diaspora” and more.
The McMullen e-commerce site has a section highlighting “Our Black Partners.”
“More consumers, not just Black consumers, more consumers in general are looking for designers of color and Black-owned brands, and this is an easy way for someone to go and identify brands maybe they didn’t even know who were founded by a Black owner,” she said of the added visibility.
It’s the fastest growing segment of the business for McMullen. More than 35 percent of her…
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