Glasgow streetwear indie Fat Buddha has overhauled its brand mix and revamped its branding as it opens its second shop in the city.
The 2,250 sq ft store, which opened on Vincent Street two weeks ago, will become Fat Buddha’s main menswear and footwear store, while the original store on Bath Street will focus on homewares and gifts.
Owner Leslie Docherty has also used the expansion as an opportunity to update the indie’s brand identity, with both shops now called Fat Buddha Store in line with its transactional website, which accounts for 40% of sales.
Docherty said the decision to open a second store was prompted by the arrival of a “big competitor” nearby and a need to refine the store’s offer. It took him a year to find and secure a suitable city centre location, which is split over three levels.
“Our new shop marks a fresh start with a brand new identity - a new logo and a cool new interior - to communicate the next stage in Fat Buddha’s evolution from a small streetwear specialist to a bigger
and bolder city centre fashion retailer offering a unique range.”
The Vincent Street store features Scotland’s largest Carhartt shop-in-shop - the store’s best-selling brand - and includes Carhartt’s full range of trousers. It has also created a shop-in-shop for denim brand Edwin, which Docherty said has doubled sales of the brand.
Docherty, who has funded the expansion himself, added new brands including Lavenham and Mishka NYC to mark the opening of the store, and is also broadening Fat Buddha’s offer to bring in Puma and Converse for the first time. Other brands stocked include Undefeated, The Hundreds, Obey, Huf, Nike and Vans.
The Vincent Street store also stocks art supplies and an extensive range of magazines.