Canadian footwear brand Vessi has officially entered the U.S. brick-and-mortar market with the opening of its first American retail store at Bellevue Square in Washington state. The launch marks a significant milestone for the digitally native brand as it continues to expand its physical retail footprint beyond Canada.
The new store is located within The Bellevue Collection, one of the Pacific Northwest’s most prominent shopping destinations. The choice of Bellevue Square reflects Vessi’s strong ties to the West Coast and its growing customer base in the United States, particularly in regions known for variable weather conditions where waterproof footwear is in high demand.
Inside the store, customers can explore Vessi’s full footwear assortment, including its signature waterproof sneakers designed for everyday wear, commuting and travel. The collection showcases the brand’s proprietary waterproof knit technology, a defining feature that has helped differentiate Vessi in the competitive footwear market. In addition to shoes, the Bellevue Square location also offers a curated range of apparel and accessories, expanding the brand’s in-person retail experience beyond footwear.
In connection with the store opening, Vessi announced that it will donate all profits from the Bellevue location’s opening period through the first weekend of operations to support local flood relief and recovery efforts. The company also confirmed that a separate donation will be made to assist flood-affected communities in Abbotsford and the Lower Mainland in British Columbia. According to the brand, recipient organizations will be confirmed once donation totals are finalized.
The U.S. retail debut comes nearly one year after Vessi hired its first chief marketing officer. In April, the brand appointed Lorrin Pascoe, a former executive at Adidas, to lead its global marketing efforts. During his time at Adidas, Pascoe held senior roles including senior director of global brand and sports marketing and senior manager of global brand marketing.
At the time of his appointment, Pascoe said his role at Vessi would focus on scaling the brand both in the U.S. and internationally, while continuing to evolve its omnichannel strategy with a stronger emphasis on physical retail. Speaking in an exclusive interview with Footwear News, he highlighted the importance of in-store experiences as part of the brand’s long-term growth plan.
“It’s really important to continue to grow the brand at retail, while also looking at how consumers can experience the brand in fun and unexpected ways,” Pascoe said.
The Bellevue Square opening builds on Vessi’s existing retail presence in Canada, where the brand has previously tested physical store formats alongside its e-commerce business. With its first U.S. store now open, Vessi is positioning physical retail as a key component of its broader strategy, aimed at strengthening customer engagement, increasing brand visibility and supporting continued expansion in North America and beyond.
