Skullcandy launches new flagship retail store in its Park City headquarters
The doors to Skullcandy’s flagship store are now open to the public.
The homegrown Park City brand that sells headphones, earbuds and speakers recently renovated and reopened its retail store. The shop is attached to the company’s headquarters located at 6301 N. Landmark Drive, which opened in 2017.
Jessica Klodnicki, chief marketing officer of Skullcandy, said the company decided to put more of an emphasis on its retail store and overhaul the design after undergoing a company-wide rebranding. Skullcandy updated its mission and vision, and it seemed appropriate to update the store to reflect those values.
“We wanted something that would better reflect the new brand foundation that we just launched and that would really showcase and illustrate product innovation,” she said.
She said most Park City residents and visitors did not know the Skullcandy store existed. She hopes to change that this year.
It is the company’s only retail store in the U.S. It has one other location in Tokyo, and it plans to replicate the new store design at the Japanese store.
Klodnicki said the store is always the first to receive new products, and it also sells items that are otherwise only sold online or in the company’s Tokyo store, including soft goods like hats and backpacks or headphones in exclusive colors. Customers can also redeem their warranties at the store.
The store is also unique because all of the profits from sales will go toward nonprofits. Klodnicki said the money from every sale that takes place in the store will go into Skullcandy’s give-back program called Born in PC. Skullcandy will then redirect those funds to local nonprofits in and around Park City. The company has previously donated to the National Ability Center, Mountain Town Music and Mountain Trails Foundation.
She said the company wanted to give back to the Park City community because Skullcandy’s employees are happy to live in a place where they can mountain bike or ski during lunch breaks.
“This is a pretty special place that we live,” she said.
Klodnicki said the store will also double as a showroom for retailers who sell Skullcandy products. Retailers can visit the store to get ideas on how to display headphones, for example.
The store taps into the company’s passions for music, mountains and board sports. The wood that makes up the displays is the same wood used to make skate ramps, and the front desk sits on what resembles three large speakers one might see at a concert. It incorporates headphones into artwork, and has touch screens that allow consumers to learn more about the products and demo the headphones.
Klodnicki said Skullcandy can use its new store to try out new product displays or even test out products. With engineers upstairs, it makes it easy for the store salespeople to take feedback from consumers and pass it directly onto the ones making the products.
“This will be a good place where we can test and play and try things that we could never do at a traditional retailer,” she said.
The company began renovating the space last fall, and it had its grand opening on Thursday. The Park City Chamber/Bureau hosted a networking event at the store on Thursday evening and Lucky Ones Coffee served coffee during a community event all day Friday.
The store is open Mondays to Fridays from 10 a.m. to 6 p.m.
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