How Commercial Brokers International Helped Build the Real Estate Footprint of a Premium Denim Brand

By Joe Killinger, Partner of Commercial Brokers International

The Client

There was a stretch in the 2000s when Rock & Republic was the denim brand everyone wanted.

It was the label you saw on the red carpet and in the pages of every fashion magazine, and retailers and landlords alike wanted the brand in their buildings.

When the company decided it was time to grow beyond wholesale and establish a physical retail footprint, it turned to Commercial Brokers International to lead that expansion.

The assignment extended well beyond a single transaction.

Rock & Republic needed:

Retail stores
Manufacturing facility representation
Corporate headquarters lease negotiations
Placement in premium outlet centers throughout Southern California

Each project involved different departments, timelines, and decision-makers.

Before CBI could open a single location, the expansion itself needed structure.

Building the Strategy Before the Expansion

Expanding across four different types of commercial real estate means you're rarely working with just one decision-maker.

Retail, manufacturing, headquarters, and outlet expansion each had their own internal participants at Rock & Republic.

Each moved on its own schedule.

Each had different priorities.

CBI's first responsibility was creating organization before beginning execution.

Before touring a single property, we established priorities, determined the order of each assignment, and created communication between every workstream so each project could move forward without disrupting another.

Retail quickly became the highest priority.

Retail: High Street, High Stakes

CBI targeted premier retail corridors throughout Los Angeles and Orange County—high-profile locations where a luxury fashion brand earns visibility as much as sales.

Negotiations were progressing on several locations when the CEO decided to personally step into the negotiations.

Believing Rock & Republic's reputation justified discounted rental rates and additional tenant improvement allowances, he began negotiating directly with landlords.

The process quickly became cumbersome.

Eventually, leadership recognized the negotiations were no longer moving forward efficiently and allowed CBI and the internal team to resume control.

Once that happened, momentum returned.

By the conclusion of the project, CBI successfully opened seven retail locations for the brand.

Two became especially memorable.

Robertson Boulevard – Los Angeles

During the early 2000s, Robertson Boulevard—particularly the intersection of Robertson and Beverly—was one of the premier fashion destinations in Los Angeles.

Celebrities shopped there.

Paparazzi lined the sidewalks.

Luxury boutiques defined the street.

Rock & Republic invested more than $1 million in tenant improvements, transforming the space into a flagship store that reflected the prestige of the brand.

Without exaggeration, it became one of the most impressive retail environments CBI delivered.

Rodeo Drive – Beverly Hills

The Rodeo Drive lease became a record-setting transaction.

At the time it was signed, it represented the highest rental rate ever paid on Rodeo Drive.

Yet despite securing one of the most prestigious retail addresses in the world, Rock & Republic never opened the store.

Within months, the space was subleased to Montblanc.

It's an important reminder that even the strongest real estate transaction cannot determine the future of a business.

Manufacturing

Compared to retail, the manufacturing assignment moved quickly.

Industrial inventory throughout Southern California was plentiful at the time, allowing CBI to identify and negotiate a new manufacturing facility within only a few weeks.

Headquarters: Renegotiating From Strength

Rock & Republic's headquarters lease was also approaching expiration.

After evaluating relocation options, the company decided remaining in its existing location made the most sense.

That shifted CBI's objective from relocation to negotiation.

The original lease had been signed years earlier without broker representation and heavily favored the landlord.

CBI successfully renegotiated the agreement, bringing the lease much closer to market standards for a tenant of Rock & Republic's size and stature.

The result:

More than $1 million in rental savings during the initial renewal term.

Premium Outlets: Nine Locations, One Strategy

The final phase focused on expanding Rock & Republic into premium outlet centers across Southern California.

Ultimately, nine outlet locations were secured.

Unlike traditional retail site selection, this process required extensive research.

Every decision considered:

Individual store placement within each center
Adjacent retailers
Customer traffic patterns
Overall merchandising strategy

Today, sophisticated mapping software, demographic analytics, and foot traffic data simplify this process.

But this project took place in the early 2000s.

Every recommendation required phone calls, research, market comparisons, and careful analysis.

The tools have changed.

The strategy hasn't.

What Happened to the Brand

Rock & Republic filed for Chapter 11 bankruptcy protection in April 2010.

Later that year, VF Corporation—parent company of Lee, Wrangler, and 7 For All Mankind—acquired the company's trademarks and intellectual property for $57 million.

The acquisition included the brand's intellectual property but not its retail operations.

The standalone company eventually ceased operations.

For commercial real estate professionals, it's an important reminder.

A brokerage can deliver:

Flagship retail stores
Manufacturing facilities
Strong headquarters negotiations
Strategic outlet placements

But ultimately, the long-term success of a brand depends on business decisions that extend far beyond any lease.

The CBI Takeaway

Rock & Republic's expansion demonstrates what it takes to manage multiple commercial real estate assignments simultaneously.

Retail.

Industrial.

Corporate headquarters.

Outlet expansion.

Each requires different expertise.

Different negotiation strategies.

Different market knowledge.

CBI's role wasn't simply locating space.

It was creating structure, adapting when circumstances changed, and keeping every project moving toward the best possible outcome.

Whether negotiating a flagship on Robertson Boulevard, securing a record-setting lease on Rodeo Drive, or saving more than $1 million through a headquarters renewal, our objective remained the same:

Build the strongest possible real estate platform for our client.

Planning Your Next Expansion?

Whether you're opening your first retail location, expanding into new markets, relocating your headquarters, or optimizing your existing portfolio, Commercial Brokers International has the experience to help you grow with confidence. Learn more at www.cbicommercial.com

OR Contact: JOE KILLINGER | 📞 310-943-8542 | ✉️ jkillinger@cbicommercial.com

From High Street To Headquarters