Shinola Plans to Launch Sister Store in Detroit's Midtown

Posted on May 1, 2014


Detroit-based watch and bicycle maker Shinola will open a second store in Midtown this summer.

Called Willys Detroit, the 2,900-square-foot retail shop will open at 441 West Canfield in mid-June in the same building that houses Shinola and running apparel store Run Detroit.

Instead of watches and bicycles, Willys will sell a host of other Shinola products, including clothing, handbags and accessories.

“Willys Detroit was inspired by the tremendous feedback we received from customers interested in seeing more of the curated products we featured throughout the year at Shinola,” Steve Bock, CEO of Shinola, said in a statement. “We feel the Willys Detroit concept store will complement the nearby retail offerings and help to make the area a shopping destination.”

The store will feature four American brands: Filson, a Seattle-based outdoor goods manufacturer; Steven Alan, a New York clothing line; Clare V, a Los Angeles-based handbags and accessories maker; and Mollusk, a San Francisco-based surf wear company.

The store will also feature a number of Detroit- and Michigan-based companies and will evolve each month to feature new brands from across the country, Shinola said in a statement.

Sue Mosey, president of Midtown Detroit, Inc., called the new store a “perfect addition” to an emerging retail district.

“We’re really excited about all the development on that block,” she said. “A really dynamic retail and restaurant area is growing there.”

In addition to the retail stores, Shinola is partnering with Midtown Detroit Inc. to help fund a new dog park and a pedestrian walkway by the Willys Overland Lofts building.

In March, the upscale watch and bike maker unveiled four 13-foot-tall clocks as gifts to the city of Detroit. The clocks are located at Eastern Market, Cobo Hall, Shinola’s New Center headquarters and the Midtown dog park, near the retail stores.

In addition to its watches and bikes, Shinola also makes leather goods, journals and novelty items, such as Shinola Cola, candles and shoe polish.

Last December, Bock told The Detroit News that Shinola planned to open retail stores in Minneapolis, Chicago, London, Berlin, Washington, D.C., and elsewhere in Michigan.