Shea Jensen on localization
From Inside Urban Outfitters Bold Plan to Reignite Growth // Shea Jensen (UO) and Melissa Gonzalez (MG2) · · influence group
“Localization is really important for us. We have about 23 college town stores literally at the doorstep of tens of thousands of college students, which is a huge asset. We believe it's our responsibility to help them find stability and community through our products, employees, events, and brand partnerships.”
On , Shea Jensen, President of Urban Outfitters Brand of North America at URBAN OUTFITTERS INC, spoke about localization during Inside Urban Outfitters Bold Plan to Reignite Growth // Shea Jensen (UO) and Melissa Gonzalez (MG2) on influence group.
About Shea Jensen
Shea Jensen, President of Urban Outfitters Brand of North America, discussed the company's strategy to reignite growth during a RetailSpaces conversation in April 2025. Jensen stated that after joining the brand about a year ago, the company conducted extensive research on Gen Z customers, including non-customers, and identified a significant generational shift accelerated by the pandemic. She said Urban Outfitters recognized a need to serve a broader audience across three segments: pre-college, college, and post-college. Jensen outlined five strategic pillars focused on rebuilding the brand, restoring profitability, and improving topline growth, with an emphasis on operating with more discipline in inventory and expense management. Jensen described an evolving real estate strategy that includes store closures, new openings, and expansion into suburban malls, as well as a focus on localization, particularly in 23 college town stores. She noted the company is growing its beauty category with dedicated in-store areas for skincare, fragrance, and nail products, and is updating store aesthetics by adding color and lighter materials. Jensen also mentioned partnerships with platform brands like Pinterest and food and beverage brands to create immersive experiences. She concluded that customer behavior indicates a strong preference for in-store shopping, stating, "Retail is where it's at."