Aviator Nation’s Expansion: New Stores and Product Lines

Paige Mycoskie, the 43-year-old founder of the trendy clothing brand Aviator Nation, is on a roll. With an estimated net worth of $380 million, Mycoskie is expanding her brand by opening new stores and introducing new product lines.

• Mycoskie recently signed a lease for Aviator Nation’s first permanent storefront in New York City, located at 93 Mercer St. in Soho.
• The 2,700-square-foot store is expected to be unique and special, reflecting the brand’s other 17 locations.
• Mycoskie plans to incorporate local art and music into the design, with a special nod to Madonna, a New York native.

New York City: Aviator Nation’s East Coast Debut

Aviator Nation’s foray into New York City marks a significant step in the brand’s expansion strategy. With a large online following in the city, Mycoskie sees the new store as an essential way to connect with existing customers and attract new ones.

• The New York City store is strategically located in Soho, a popular shopping destination known for its trendy boutiques and upscale brands.
• Mycoskie believes that the colder climate will drive demand for Aviator Nation’s popular jackets, which already make up a significant portion of the company’s sales.
• The brand’s success with a pop-up shop in Manhattan last December fueled Mycoskie’s confidence in the New York market.

Nashville: A Music-Centric Hub

Beyond New York City, Aviator Nation is expanding its reach to Nashville, a city known for its vibrant music scene.

• Mycoskie signed a lease in April 2022 for an 8,500-square-foot space in The Gulch, a trendy neighborhood in Nashville.
• The Nashville store is scheduled to open in August or September and will serve as a live-music venue on weekends, leveraging the city’s musical heritage.
• The store will have a similar feel to Aviator Nation’s existing concert space in Malibu, known as Aviator Nation Dreamland.

The Power of Brick-and-Mortar Stores

While Aviator Nation’s online sales are substantial, Mycoskie emphasizes the importance of brick-and-mortar stores for brand awareness and customer engagement.

• Mycoskie has seen a rise in sales in Nashville even before the store’s opening, indicating the impact of physical presence.
• Experiential elements like live music venues and exercise studios are driving new customers to the brand.
• Stores serve as physical manifestations of the brand’s identity, creating a unique shopping experience for customers.

Expansion Beyond Stores: New Product Categories

Beyond expanding its physical footprint, Aviator Nation is diversifying its product offerings to fuel further growth.

• Mycoskie is designing Aviator Nation’s own sunglasses line, a natural progression for a brand inspired by the designer shades.
• Footwear, including sandals, is another category Mycoskie is exploring, aligning with the brand’s beach-inspired aesthetic.
• Bags are also on the horizon, adding a new dimension to Aviator Nation’s product portfolio.

Navigating a Challenging Retail Environment

Mycoskie is navigating a challenging retail environment marked by high inflation and decreased discretionary spending. However, her strategy of local production and a tight inventory has helped mitigate these challenges.

• Aviator Nation’s Made-in-America approach helps differentiate the brand from copycat products.
• Mycoskie has adjusted prices for some items due to rising material costs, but the company’s high gross margins provide a buffer.
• A focus on quality and unique experiences is helping Aviator Nation stand out in a crowded marketplace.