With the motto “Innovation Never Rests”, KUIU’s first flagship store had to exemplify just that.



KUIU already had a reputation for being the best at what they do. They were now looking to create an in-store experience that honored their commitment to their customers and the level of premium quality and service they provide. We needed to create a space that demonstrated their expertise, unparalleled gear, and didn’t just look like another outdoor retail store.

The Change

The store’s striking visuals inspire shoppers to envision themselves on their once-in-a-lifetime adventure. From the epic exterior windows featuring KUIU’s outdoor apparel in action, to a tailored concierge shopping experience, we designed powerful moments for customers to learn more at every touchpoint. It was important to find solutions to simplify the intricate product story, such as the Pack Experience section of the store which is customizable and ensures shoppers have the correct gear for their journey. Every detail helps get customers in the right mindset for their trip, further building anticipation and excitement.


KUIU opened its doors to their flagship store in Dallas in Fall 2023. Encouraged by their sales and KPI results, KUIU is looking to continue expanding their signature in-store retail experience to several markets across the US.

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“ChangeUp helped us think strategically about how to express our brand in store and design the best possible experience for our unique customers.”

Melissa Woolf
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