Pacsun reopening stores again in the U.S. and abroad
/Remember PACSUN, the mall-based specialty store chain formerly known as Pacific Sunwear that hasn’t increased its store count in nearly two decades? Well, that has changed: The youth oriented apparel chain is opening new stores in the U.S. and internationally as the retailer touts its brick-and-mortar expansion plan.
In 2025, Pacsun opened nine new U.S. stores. Looking ahead, the brand plans to add 20–35 new stores over the next three years, with nine leases already signed for 2026 — marking its most ambitious domestic retail expansion in 18 years.
The retailer also signed a lease to open a store at Mall Of The Emirates in Dubai. The debut flagship Dubai store, set to open in early 2026, marks Pacsun's first international location in its 40-year history.
Through an exclusive regional partnership, Majid Al Futtaim and Pacsun plan to open as many as 20 stores across the Middle East over the next five years, including another flagship location in Abu Dhabi.
What’s behind this new resurgence at Pacsun? Brieane Olson, the new CEO, that has been focusing on Gen Z and is now doubling down on a brick-and-mortar strategy.
She rose through the ranks at Pacsun, proving herself along the way. During her tenure at Pacsun, Olson spearheaded innovative collaborations for the L.A.-based lifestyle brand, including working closely with Kanye West and Kendall and Kylie Jenner and launching both men’s and women’s shops inside Selfridges in 2018 with launch parties hosted by Pacsun partner Jerry Lorenzo.
She was promoted to president of Pacsun in 2021 and transitioned to her new role as CEO in April 2023. Pacsun now operates approximately 300-plus stores, so it has the ability to significantly grow its presence without cannibalization of its brand.