A new Shinola store opened earlier this month and it was a homecoming, of sorts, for many of the company’s leaders.
The Detroit-based retailer known for manufacturing and selling high-end watches, bicycles and leather goods now has an 1,814-square-foot space in the Nordstrom wing of NorthPark Center. It’s the second North Texas location for Shinola, the first opened in downtown Plano in 2015.
“It feels great to be opening in the Dallas/Fort Worth area, especially for those of us at Shinola and Bedrock Manufacturing (Shinola’s parent company) who had lived and raised families in the area before coming to Detroit,” said Heath Carr, COO of Bedrock. "We have personal close ties to the community and know it well. With that said, we’re excited Shinola has landed a permanent location at NorthPark and we’re confident the Dallas community we know and love is as well.”
Co-founder Tom Kartsotis got his start in Dallas in 1984 when he founded Fossil at age 24. He served as chairman until 2010. In 2011, he founded Shinola.
“Dallas in general is a very, very important market,” said Jacques Panis, the company’s president and co-founder. “It’s a market where the brand has been well received. It makes a lot of sense for the brand to be there.”
Shinola has 600 employees at 23 locations throughout the United States and in London and Toronto. Of those, about 400 employees are in Detroit alone, according to Panis.
From the start, the company has been about creating American jobs, Panis said.
These days most watches, bicycles and other products are made in China—a trend that Shinola wanted to change.
“We are building them and or outsourcing the manufacturing to folks here in the U.S.,” Panis said. “We’re not a made in the USA brand. What we stand for is job creation in the U.S. We still have a global supply chain because we have to source parts from all over the world.”
Shinola has been growing fast with a new location in Brooklyn that opened recently and another coming soon in Washington D.C. Asked whether the company has more plans in Dallas-Fort Worth, Panis said there aren’t any leases signed yet.
“We always have our eyes and ears open to expand and grow our brand,” he said.