TWISP Notes: This Week in Store Pics – Coastal Premium Brands

By David Schick and Jonathan Feeney and David Katzman and Jack Hermann Published on July 2, 2026 PDF

Highlights of our regular weekly store walks looking at execution, innovation, shelves, endcaps, and pallets. This week we examine premium coastal summer brand stores.

Summary: (1) La Jolla this week, a read on premium coastal summer apparel, where full-price positioning is largely holding without much visible promotion; (2) Lululemon is treating footwear as a more real category, giving it a full wall rather than a token shelf, and extending into racquet sport with a pickleball and tennis set, while the legging assortment is still the anchor of the store; (3) Vuori sells the coastal-California aesthetic with a spare, low density floor; (4) Vissla shows at the independent surf-shop end of the market, we continue to hear about strong performance in our checks; (5) its Sisstr women’s label is merchandised in corner backed by a deep swim wall; and (6) taken together, the La Jolla set shows premium and DTC-rooted apparel showing positioning versus discounting.

Source: Optimal Advisory for all images

LULU, Footwear Wall

Lululemon gives footwear a full merchandised wall here, not an afterthought shelf, with the shoe line shown as a core category alongside the apparel. The footwear push is now more floor space, capturing the Mary Jane sneaker and popular clog trend.

LULU, Legging Wall

The legging wall is the deepest assortment in the store, a long run of color and fabrication on the cubby fixtures that still reads as the heart of the franchise. Full pricing held without visible markdowns.

LULU, Pickleball Set

Lululemon gives racquet sport its own rack, a pickleball and tennis set with a branded court bag, pleated skirts, and light layers.

Vuori, Men’s Coastal Set

Vuori plays the coastal-California story, the store set of tonal tees and relaxed denim.

Vuori, Apparel Floor

The wider floor is airy and under-merchandised on purpose, light woods, white walls. A new trend in DTC native going retail.

Vissla, Men’s Boardshort Wall

Vissla’s men’s wall shows utility & style in a muted coastal palette, with wetsuits alongside and surf art overhead. It is curated and lifestyle-led rather than volume-driven. Our surf channel checks remain strong.

Sisstr, Women’s Surf Corner

Sisstr, Vissla’s women’s label continues the utility & style theme with rashguards on the feature hanger, woven bags and trucker caps on a center table as soon as you enter the store.

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