PacSun
| File:PacSun Logo.svg | |
| File:Freeport pacsun 07.07.2012 11-36-25.jpg A freestanding PacSun in Freeport, Maine, 2012 | |
| PacSun | |
| Company type | Private |
| Founded | Newport Beach, California, U.S. (1980) |
| Founder | Jack Hopkins |
| Headquarters | Anaheim, California, U.S. |
Number of locations | Decrease 325 (May 2022) |
Area served | United States Canada |
| Products | California inspired clothing, footwear, and accessories. |
| Revenue | Increase USD$797.79 million (2014) |
| Decrease $48.72 million (2014) | |
| Owner | PSEB (Golden Gate Capital) |
Number of employees | Decrease 8,200 (June 2020) |
| Website | pacsun |
Pacific Sunwear of California, LLC, commonly known as PacSun, is an American retail brand specializing in lifestyle apparel, swimwear, footwear, and accessories aimed at teenagers and young adults. By 2022, it operated a network of 325 outlets throughout all 50 states as well as Puerto Rico. Headquartered in Anaheim, California, the company’s leadership and store management extend across the United States. After filing for bankruptcy protection in April 2016, PacSun was purchased by Golden Gate Capital.
History
PacSun was established in 1980 by Jack Hopkins and Tom Moore, originating from a surf shop located in Seal Beach, California. Initially concentrating on surf-related brands, the company later broadened its inventory to include skate and streetwear styles. Its merchandise assortment features jeans, t-shirts, hoodies, boardshorts, dresses, footwear, and accessories catered to both men and women. The firm went public with an initial public offering on March 15, 1993, eventually expanding to over 1,300 stores across the country at its zenith. In 2000, PacSun introduced a secondary retail concept called d.e.m.o., which was discontinued by 2008.
In February 2005, the company issued a restatement of its financial results to address lease accounting errors. A notable collaboration occurred in 2012 when PacSun partnered with celebrity figures Kendall and Kylie Jenner to create a fashion collection that boosted its market presence.
Gary Schoenfeld held the CEO position from 2009 until 2017, after which James Gulmi took over as interim CEO. Following the Chapter 11 bankruptcy filing in 2016, PacSun restructured through a debt-for-equity swap with Golden Gate Capital and shifted to private ownership without closing any stores immediately.
In 2018, PacSun merged with Eddie Bauer under the umbrella of Golden Gate’s PSEB Group. Mike Egeck was appointed CEO of PSEB to manage both brands; James Gulmi continued serving on the board. Egeck resigned as CEO in February 2020 but remained on the board while Gulmi returned as interim CEO amid a reduction in store numbers to approximately 400.
September 2020 saw the introduction of PacSun’s 'Gender Neutral Shop,' a unisex apparel line reflecting the brand’s commitment to inclusivity and adapting to changing consumer trends within its demographic.
Marketing practices
PacSun unveiled its inaugural nationwide advertising campaign titled Dress Irresponsibly in May 2011. This initiative featured television commercials showcasing renowned athletes such as Rob Machado, Bucky Lasek, Chris Pfanner, Kelia Moniz, Ryan Dungey, and Leo Romero. The campaign effectively bolstered the brand’s appeal among male consumers. Additionally, print advertisements were placed in fashion and niche publications alongside a digital engagement effort on Facebook named 'Dress Irresponsibly: Style Challenge.' This contest encouraged fans to submit photos weekly for style competitions with prizes including an opportunity to be styled at Nylon headquarters in New York City.