2025 marks a turning point for Pacsun. In fact, for the first time in 18 years, the Y2K-era brand is increasing its store count. After years of contraction, Pacsun is now betting big on physical retail. Specifically, it opened nine new stores this year—including in New York City and Victor, New York. Moreover, the company plans to add 20 to 30 stores annually through 2028. Therefore, this Pacsun store expansion reflects strong confidence in brick-and-mortar shopping among its core audience: 16- to 24-year-olds.
Currently, stores generate most of Pacsun’s revenue. Meanwhile, digital sales account for only about one-third. Richard Cox, chief merchandising officer, said in-store performance has beaten projections for multiple quarters. As a result, he stated, “We’ve got consistency now. Consequently, it’s time to expand.”
Additionally, online buzz drives foot traffic. For instance, shoppers often visit stores asking about items they saw on Pacsun’s TikTok or website. VP of Retail Joel Quill highlighted a key trend: “When customers want something, they want it now.” Clearly, that immediacy favors physical locations.
Notably, the Pacsun store expansion strategy has shifted. Previously, the brand avoided placing stores too close together. At the time, leaders feared sales would cannibalize each other. Now, they see it differently. As Quill explained, “People shop at the mall closest to them.” Thus, opening a store 15 miles away rarely hurts existing sales.
Nevertheless, Pacsun stays selective. For example, it targets areas with unmet demand. Victor, New York, had no nearby store—shoppers once drove over an hour to Buffalo or Syracuse. Furthermore, the brand revisits malls it left years ago. Many of these, however, have been upgraded and revitalized, making them attractive once more.
Of the nine 2025 openings, only one is not in a mall. That location is the Flatiron flagship on Fifth Avenue in NYC. The rest, by contrast, are in shopping centers—because malls still matter deeply to Gen Z. As Quill put it, “Our customer is out in the mall. Indeed, it’s really important to them.”
Pacsun isn’t alone in this approach. Similarly, brands like American Eagle, Skims, and Vuori are also returning to malls. These spaces, moreover, are evolving into lifestyle hubs. Today, they feature outdoor areas, offices, concerts, and pop-up events.
Meanwhile, marketing fuels the Pacsun store expansion too. To illustrate, teams used grassroots tactics for the Flatiron launch. First, they handed out flyers across NYC. Then, they visited NYU’s fashion department with store info. Events also play a major role. In November, Pacsun’s Soho store hosted a UFC podcast taping with Alex Pereira. Unsurprisingly, lines wrapped around the block. Later, in December, Levi’s took over the space with a denim installation and photo booth.
Looking ahead, Cox said, “You’ll see us ramp up events.” Often, store staff ask, “Can we have one here?” Accordingly, the team is now figuring out how to bring experiences to more locations.
Ultimately, Pacsun will open more stores through 2028. Among the most exciting plans is its first Middle East location—at Mall of the Emirates in Dubai in early 2026. While malls remain key, street stores like Flatiron add valuable variety. As retail expert Stephanie Cegielski notes, “Consumers want both convenience and experience.”
In summary, with strong sales, smart location choices, and engaging events, Pacsun’s comeback is more than nostalgia. Rather, it’s a strategic revival. And for the first time in nearly two decades, Pacsun is growing—confidently, deliberately, and on its own terms.
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