When the Seattle Kraken entered the NHL as the league's 32nd franchise, we partnered with BDA and Populous to design and build their entire retail program from the ground up—creating stores and fixtures across multiple locations that could handle the intensity of NHL game days.

‍

Starting from Scratch

When you're launching an expansion franchise, getting retail infrastructure right from day one makes all the difference. Retail is foundational to how new teams establish themselves in their markets:

• Market establishment - Physical retail presence helps new teams compete with established franchises for fan spending
• Fan engagement - Retail creates year-round brand touchpoints beyond game days
• Launch momentum - Strong retail infrastructure capitalizes on expansion excitement and converts it into sustained loyalty‍
• Revenue generation - Merchandise sales drive significant team revenue

‍

From Concept to Reality

‍

We designed detailed renderings for every Kraken retail location—mapping sightlines, traffic flow, and merchandise placement. These became the fabrication blueprints, bringing hemlock wood and powder-coated steel together in our shop.

Each space served a specific purpose: The Lair as the main team store, kiosks for high-traffic areas, and the training center store for fans year-round. The designs balanced opening day demands with long-term adaptability.

Here's how each location came together:

‍

The Lair

Flagship Team Store at Climate Pledge Arena

‍

The Lair is where fans immerse themselves in the Kraken experience. As the largest selection of Kraken merchandise under one roof, the 5,000 sq.ft. team store features dedicated hat rooms, expansive jersey walls, and double-sided entry displays that showcase the full range of team gear. Custom mannequin platforms draw attention to featured looks, while the checkout queue keeps fans engaged even as they're leaving.

The complete fixture system is designed for flexibility—mobile fixtures that staff can reconfigure between games, modular walls that adapt to changing merchandise, and specialized displays for hats, jerseys, and apparel. Hemlock wood and powder-coated steel throughout withstand constant arena traffic while maintaining the Kraken's visual identity.

‍

Arena Kiosks and Mini Stores

‍

Beyond the flagship Lair store, we designed and built a complete arena-wide retail system—three 300 sq. ft. mini stores in the atrium, plus 6 kiosk locations across suite levels, main concourse, and plaza areas. Some locations are permanent walk-in spaces with rolling gates. Others are fully portable units that deploy for game days and pack away for concerts.

These kiosks and mini store ensure fans never have to leave their section to buy merchandise—strategically placed to capture traffic at every level of the arena.

‍

Kraken Community Iceplex Team Store

‍

The Kraken Community Iceplex store sits within the recently completed $500 million transformation of Northgate Mall into a sports complex and community center. As the team's year-round retail presence, this location needed to serve both daily operations and fan engagement beyond game days.

We designed a space that balances accessibility with the premium feel of the Kraken brand. The store features flexible merchandising zones that adapt to seasonal promotions, training camp events, and community programs. From practice jerseys to youth gear, the layout ensures fans can connect with the team throughout the year.

‍

Seattle Center Armory Store

Off-Site Retail Location

‍

Located at Seattle Armory Building in the shadow of the Space Needle, the Armory store brings Kraken merchandise to one of Seattle's most visited tourist destinations. This location captures both locals and visitors year-round, separate from game day operations at Climate Pledge Arena. It's a permanent retail presence in the heart of the city, serving fans who want to shop outside of arena events.

The store uses the same fixture system as the other spaces—hemlock wood, powder-coated steel, and modular displays.

‍

An Evolving Partnership

From zero retail infrastructure to five locations, kiosks, mini-stores, and comprehensive fixture systems across multiple venues, we've built the complete retail foundation for one of the NHL's newest franchises.

The partnership continues to evolve—most recently with the Jersey Highlight Wall installation in October 2025, a 17'6" feature display. As the Kraken brand grows, so does the retail program, with ongoing fixture optimization, seasonal updates, and new installations supporting the team's expanding retail operations.

‍

Building a Retail Program for Your Team?

Whether you're launching a new franchise, renovating existing spaces, or expanding your retail footprint, we build custom fixture systems and retail environments designed for the intensity of game days and the flexibility of multi-use venues. Let's talk about your project.

‍