Downtown Victoria just got a little stretchier.
DUER, a Vancouver-based brand known for its movement-friendly denim and everyday performance wear, officially opened its new storefront on June 27 at 584 Johnson St. – stepping into the high-profile location once home to Lululemon, which has since relocated to a larger space on Wharf Street.
The 2,500-square-foot shop welcomed nearly 600 customers through the door over opening weekend – nearly triple the daily foot traffic of DUER’s flagship Vancouver location.
For founder Gary Lenett, the numbers only confirmed what he already knew: Victoria is a natural fit.
“We’ve had our eye on Victoria for a long time – it was just a matter of finding the right space in the right part of town,” Lenett said. “The city has that mix of urban energy and access to nature – it’s West Coast living at its best, and that’s exactly what DUER is all about.”
DUER joins a growing list of performance lifestyle retailers in the downtown core – Arc’teryx, Patagonia, Fjallraven and MEC among them – along with local anchors like Robinson’s Outdoors and Outlooks.
But Lenett is quick to point out that his brand plays in a different lane.
“We’re not gym wear, and we’re not traditional denim either,” Lenett said. “We take classic fabrics like denim and canvas and infuse them with stretch and function. The result is clothing that’s built to move and made to look great.”
The brand had already been available locally through other retailers, but Lenett said a standalone store allows DUER to offer the full experience – from showcasing the complete product line to curating a space that tells the brand’s story on its own terms.
Its opening, however, comes as downtown Victoria’s retail landscape stands on shaky ground.
A recent survey by the Downtown Victoria Business Association (DVBA) found that 48 per cent of respondents would consider closing if their lease were up in the next year.
More than 39 per cent reported a decline in net profits over the past year. Retail vacancy currently sits at 11 per cent, and 54 per cent of businesses graded downtown as a C+ or lower as a place of business.
On top of that, the owner of Giant Bicycles was assaulted outside his store just days after DUER opened – underscoring ongoing concerns about safety and public confidence.
The City of Victoria responded on Wednesday with a $10.3-million community safety and well-being plan.
Commerce is one of eight pillars in the strategy, which includes more bylaw officers and police downtown, investments in beautification and street cleanup, and new tax incentives for businesses that build housing for employees.
“Seeing major retailers like DUER commit to downtown is a wonderful sign for the city,” said Victoria Coun. Matt Dell. “It brings people downtown for the shopping, restaurants and experiences – and it signals confidence at a time when we really need it.”
Dell said council is focused on restoring that confidence – and keeping new businesses coming.
Nearly 10,000 new homes have been approved in or near downtown, and the city is boosting investment in events, parks and cultural attractions to help increase foot traffic in accordance with the new community plan.
“The future of downtown retail is going to be strong in Victoria,” Dell said. “We’re investing in safety – but also in the reasons people want to be here in the first place.”
Other new shops are finding early traction, too.
Key Vintage, another Johnson Street addition, opened May 31 and reported its first month exceeded expectations – with no sign of slowing down.
Gideon Aspler, one-third of the Key Vintage crew, says the store has felt safe and comfortable, quickly becoming a hub for like-minded people to spend their days.
“We really haven’t had any negative experiences in our first month,” Aspler said. “Obviously, we’d heard about what might go on in the core, but the vibe has been great. We’ve met some awesome people, and we’re just really excited about what’s coming for our store.”
As DUER settles into its new Victoria home, it’s one of several signs that – even in a tough moment – the core still has room to grow. And this store has all the makings of lasting for the long haul.
