Still Here: The Denim Brand's Expansion from NYC to LA
Still Here, a denim brand cherished in Downtown New York, is embarking on a significant expansion, opening its inaugural store outside of New York City in Los Angeles, on Melrose. This new location will be the brand's fifth store overall, following a strategic shift towards physical retail after its founders, Sonia and Maurice Mosseri, initially had no extensive plans for brick-and-mortar presence. The decision to invest in physical stores stemmed from high online return rates for their distinctive 100% cotton jeans, which fit differently from common stretch denim. Their first Nolita store, opened in 2022 at a favorable post-pandemic price, quickly became a blueprint for success, demonstrating that a physical space significantly reduced returns and fostered a loyal customer base through word-of-mouth.
The brand's move to Los Angeles represents a calculated leap, diversifying its market beyond its strong New York roots. Having successfully established a presence in the West Village and Madison Avenue in New York, Still Here observed that their target demographic showed significant engagement in both Manhattan and Los Angeles, with LA even ranking as the top region for online sales in 2025. While a New York store typically generates higher sales volume, the founders view the Los Angeles expansion as a strategic accelerant for brand visibility and celebrity endorsement rather than solely a financial endeavor, aiming to tap into the city's influential network of celebrities and stylists.
Despite this westward expansion, Still Here remains committed to its foundational product philosophy, prioritizing timeless appeal over fleeting trends. Denim constitutes 85% of their product offerings, with 80% of those sales coming from core styles like the Cool Jean and Everyday Jean. To meet evolving customer demands for fresh products without overproducing, the brand is transitioning from two to four product drops annually (spring, summer, fall, winter), ensuring a consistent flow of new items. This approach, alongside their policy of rarely holding sales or collaborations, underscores a commitment to quality and controlled growth, demonstrating a desire to maintain brand integrity while adapting to a rapidly scaling business model.
Still Here's journey from a New York favorite to an expanding national brand highlights a blend of adaptability and adherence to core values. Their success is a testament to understanding customer needs and strategically leveraging physical retail to build community and reduce friction, while intelligently expanding into new markets for brand acceleration. This forward-looking approach, coupled with a focus on sustainable growth and customer satisfaction, positions Still Here for continued positive impact in the competitive denim market.
