Canadian Brand DUER Opens First U.S. Store In Denver

DENVER, CO — The Canadian athletic clothing brand DUER opened its first U.S. store Friday in Denver's RiNo District.

Denver is an "ideal market for outdoor enthusiasts and adventurers," the Vancouver-based company said. DUER, which opened in a 1,600-square-foot space at 2654 Walnut Street, features collections such as 'performance denim,' 'No Sweat' and 'Live Lite' clothing.

The RiNo location is the brand’s first international store, and while the U.S. retail market is still recovering from the impacts of the coronavirus outbreak, DUER Co-Founder Gary Lenett said he's confident that the brand’s designs will appeal to Coloradans.

“Denver has been on our radar for quite some time – we chose to not let the current retail climate cloud our eagerness to expand within the U.S. despite the tough year," Lenett said.

"We have a strong base of DUER fans already in the Colorado region thanks to our wholesale network of retailers including our latest partnership with Mountain Standard in Boulder."

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DUER has adapted its strategy to favor smaller stores amid the coronavirus outbreak, owners said. The new Denver location will focus on the brand’s best-selling designs to mitigate the risks of entering a new retail market.

Like the brand's Canadian stores, the Denver location offers shoppers a chance to test the athletic wear on a stationary bike, monkey bars, swings and performance rubber flooring.

“Our goal is to create an experience for our consumers that extends beyond the traditional retail model and offers them a way to engage with the pieces in the way they are meant to perform," Lenett said.

"Denver is a forward-thinking location that aligns with our goals and vision for the brand.”

DUER's first Canadian store opened in 2016, and following its success, two more stores were opened over the next several years. Owners hope to open stores in Los Angeles, New York and Seattle. The company has customers in more than 27 countries worldwide and products with 700 retailers, including REI and Nordstrom.