HOW TO OPEN A SNEAKER STORE

THE RIGHT LOCATION

ClassicKicks: Location is important, but it doesn’t have to be in a mainstream area. We just happened to end up in a building that used to be owned by Def Jam. We still get LL Cool J’s fanmail!

Goliath: People thought Spanish Harlem wasn’t a good location. But if it’s not already one, make it a destination. Now, we get people from all over the place, New Jersey, Upstate, Downtown and out of state.

Motive807: If you have a store that offers product not seen anywhere else, people will travel. There is a growing sneaker culture in Texas and the customers just need an outlet to purchase the harder-to-find items rather than relying solely on the internet.

Premium Goods: Stores like Michael K are all owned by the same corporation, so they have that on lock. The little guys have to go to elsewhere and cater to a different customer. Look at Supreme. 10 or 11 years ago Lafayette St was nothing. Now, it’s a hot place to be. You gotta be able to pay the rent too.

DQM: People will travel but its good to be where others are because you want randoms in addition to your regulars. Anywhere with lots of people is a good location.
Alife Rivington: People will go to any lengths to get kicks.

Alife Rivington: At the time we opened on the Lower East Side, there wasn’t shit. It was a residential area, we had no sign and you had to be buzzed in. People still found it and made it a point to tell others.