Newport Beach, Calif.-based specialty apparel chain Pacific Sunwear announced plans to increase its store base by 75 units in 2003, including at least 10 of the retailer’s new d.e.m.o. stores. The company currently operates 611 PacSun stores in 48 states and Puerto Rico. It introduced the d.e.m.o. concept in 1998, catering to 16-24 year old customers. Much of d.e.m.o.’s fashion influence comes from hip-hop music and personalities associated with the lifestyle. There are no overlapping brands or merchandise between d.e.m.o. stores and Pacific Sunwear stores. The company currently operates 107 d.e.m.o. stores.
In a press release, Pacific Sunwear management says d.e.m.o. has the potential to grow to a 200-store chain during the next few years. The company also plans to expand or relocate at least 30 Pacific Sunwear stores to larger locations in 2003, increasing the company’s total square footage by 12 percent.