Pacsun is making its boldest retail move in nearly two decades, ramping up physical store growth in the United States while entering the Middle East with its first international flagship in Dubai. This brick-and-mortar push comes as the youth retailer reports double-digit growth in in-store traffic across its U.S. fleet.
Global Middle East Expansion
Pacsun will open its first international store at Mall of the Emirates in Dubai in early 2026, marking a major milestone in the brand’s 40-year history. The flagship will anchor a broader regional rollout in partnership with Majid Al Futtaim, a leading shopping mall and retail operator in the Middle East.
Through this exclusive partnership, Pacsun and Majid Al Futtaim plan to open up to 20 stores across the Middle East over the next five years, including another flagship in Abu Dhabi. The brand has already begun building awareness in the region with an on-site activation at the Abu Dhabi Formula 1 Grand Prix in 2025.
First U.S. Store Count Increase in 18 Years
While many retailers are trimming store fleets, Pacsun is moving in the opposite direction, increasing its domestic store count for the first time in 18 years. This strategy is fueled by double-digit growth in brick-and-mortar performance, as young consumers seek immersive, in-person brand experiences.
In 2025, Pacsun opened nine new U.S. stores, with additional doors scheduled to come online before year-end. Looking ahead, the company plans to add 20–35 new stores over the next three years, with nine leases already signed for 2026, signaling its most ambitious domestic retail expansion in nearly two decades.
Key New U.S. Locations
Recent and upcoming U.S. store openings focus on high-traffic, youth-driven markets that align with Pacsun’s lifestyle positioning. New locations include a mix of urban and premium mall environments designed to function as both retail spaces and cultural hubs.
Notable store openings include:
- Flatiron, New York City – opened in fall 2025, becoming Pacsun’s second New York City location.
- Westchester, New York – opened in fall 2025.
- Mall at Millenia, Orlando, Florida – slated to open in early 2026.
Strategy: Community, Culture, and Content
Pacsun’s store strategy is tightly linked to its digital and social presence, particularly among Gen Z and Gen Alpha shoppers. With more than 4.7 million followers across TikTok and Instagram, the brand uses content, creator partnerships, and collaborations to drive traffic from screens to stores.
Brieane Olson, Chief Executive Officer of Pacsun, said, “Our stores have become cultural touchpoints for a generation that values experience as much as product. What begins on our social channels—inspiration and community—ultimately drives young people to see it in person. Doubling down on brick-and-mortar simply reflects what our community is already telling us.” This focus on community-first retail positions Pacsun to compete not just as a clothing brand, but as a lifestyle destination for young shoppers.
Why This Expansion Matters
For the broader fashion and retail landscape, Pacsun’s strategy signals renewed confidence in physical retail as a growth engine, especially in youth culture. The combination of digital reach and experiential stores allows the brand to meet customers at every touchpoint, from social feeds to shopping malls in Los Angeles, New York City, Dubai, and beyond.
By committing to up to 20 stores in the Middle East and as many as 35 new locations in the U.S. over the next three years, Pacsun is positioning itself as a global youth retailer at a time when many competitors are more cautious with physical expansion. If successful, this could set a playbook for how mall-based brands evolve in an era defined by both digital influence and IRL experiences.
