In episode 511, Total Retail Editor-in-Chief Joe Keenan interviews Alex Faherty, co-founder and CEO of Faherty, a certified B Corp™ premium lifestyle apparel brand known for its quality craftsmanship and surf-inspired coastal style. Alex launched the brand in 2013 with his twin brother, Mike, bringing their childhood dream to life (1:00). He shares how Faherty rapidly expanded its store footprint by betting big on physical retail during the COVID-19 pandemic (2:30); its three-pronged store strategy across destination, neighborhood and city markets (5:30); and its unique, inviting store designs (6:45). Alex discusses testing a new store design at Faherty's refreshed SoHo, New York location (8:30) and why creating a consistent customer experience comes down to people and culture (11:30).

In addition, Alex touches on growth opportunities across e-commerce, retail and wholesale (14:30), using online as a testing ground for new product (17:20). He also details preserving the brand's authenticity through intentional, slow growth going forward (18:40). Lastly, Alex discusses the emotional investment of a family-run brand (20:50) and his vision for Faherty to become a global brand in the next 10 years (22:30).

Alex Faherty is co-founder and CEO of Faherty, a family-owned-and-run lifestyle apparel brand. Since its founding in 2013, Faherty has become a nine-figure omnichannel business with more than 80 stores, an e-commerce presence, and a robust wholesale business with partners like Nordstrom, Bloomingdale's, and numerous specialty stores across the country. Prior to starting at Faherty, Alex spent over a decade in finance focused on investment banking and private equity. Formerly a football player at Yale, Alex takes a coaching mentality in how he runs the business, knowing that so much of a brand’s success is who makes up the team. When he has time, and isn’t coaching his kids' basketball teams, he loves to get out and surf. Alex has a BA from Yale and lives on the Jersey Shore with his wife and two children.