SEPTEMBER 2007: AROUND THE STATE
Nau trims its plan to 15 new stores
PORTLAND
“Ultimately the only thing you really know about a plan
is that it’s ultimately going to be wrong.”
So says Ian Yolles, vice president of brand communications for
green-chic, do-good clothing company Nau. He’s talking
about Portland-based Nau’s much-anticipated launch
earlier this year, what the company has learned from running
its four “webfront” stores and what’s
next.
Yolles says Nau is trimming its ambitious plans to open 20 new
stores in the next year, with sights set now on 15.
“It’s dependent ultimately on real estate,”
is his caveat.
But he’s proud to report that the delayed gratification
aspect of the webfront — customer who choose to have
their Nau outfit of choice shipped to them rather than walking
out of the store with it get a 10% discount — is catching
on much better than expected. Nau officials had hoped 20% of
customers would take the bait, but the figure is closer to 50%.
The more online orders, the more Nau can ship from its central
distribution facility in Portland and the fewer carbon offsets
it has to buy.
Nau, famed for its roster of former Nike and Patagonia execs,
started with its spring line of 100 clothing items and debuted
its fall line of 150 styles (including the jacket pictured
here) in August.
The 83-employee company has also expanded its in-store
signage, the better to get their
“we’re-different” message through to
consumers.
Have an opinion? E-mail feedback@oregonbusiness.com
