Vessi Lands in the U.S. With a First Retail Flagship at Bellevue Square

Vessi, the Vancouver-founded waterproof footwear brand, has opened its first U.S. retail store at Bellevue Square in The Bellevue Collection. This marks a key step in its move from digital-native to physical retail. The launch positions Vessi closer to one of its strongest customer bases in the Pacific Northwest. It also tests how its direct-to-consumer success translates to a high-traffic mall environment.

From DTC Success to Storefront Presence

Founded in 2018, Vessi built its reputation online with lightweight, everyday sneakers made using its proprietary Dyma-tex waterproof knit technology. The company has sold more than 2 million pairs globally. This reflects strong digital traction before committing to a permanent U.S. store. The new Bellevue location brings the full footwear lineup and select outerwear into a physical space. This gives shoppers the chance to test waterproof performance and fit in person.

Co-founder and CEO Andy Wang said, “Opening our first U.S. store is an important step for the brand… the Pacific Northwest has always been a core market for us, and Bellevue is a natural place to bring the Vessi experience into a physical retail setting.”

That focus on regional relevance aligns with a broader playbook among digitally led footwear brands. These brands are choosing first stores in markets where climate and lifestyle match product functionality.

Why Bellevue Square and The Bellevue Collection Matter

The store, located at Vessi, Bellevue Square at The Bellevue Collection, opened on Wednesday, January 7, 2026. The day-one hours started at 10:00 a.m. Bellevue Square is the primary retail engine of The Bellevue Collection, a 1.3 million square foot shopping center. It is known for its mix of contemporary, upscale, and luxury brands. The center is anchored by a top-performing Nordstrom. The mall has reported more than 8.6 million visits annually. This is supported by a high-income customer base and strong tech-driven demographics in the Seattle–Bellevue corridor.

For a performance-focused brand like Vessi, the location offers exposure to shoppers navigating a climate where waterproof, all-weather footwear has clear utility. At the same time, it tests how a functional, digitally born brand competes visually and experientially. This is alongside luxury and premium neighbors in a destination mall setting.

Community Impact and Brand Positioning

To mark the opening, Vessi will donate all profits from the store’s opening period through its first weekend of operations to local flood relief and recovery efforts. A separate donation will also be made to support flood-affected communities in Abbotsford and the Lower Mainland in British Columbia. Recipient organizations will be confirmed once totals are finalized. This approach frames the entry into the U.S. retail market not just as a commercial milestone. It is also a brand statement around climate resilience and community support. This resonates strongly in a region familiar with heavy rain and flood risk.

The move also reflects a broader shift in the footwear category. In this context, performance and sustainability narratives intersect. Vessi markets its Dyma-tex membrane as fully waterproof yet breathable. It features a knit upper designed for everyday wear in wet conditions. Bringing that technology into a physical environment allows the brand to show, rather than tell. This is crucial at a time when consumers increasingly want to test comfort and performance before committing to higher-priced footwear.

Physical Retail as Next Phase of Growth

While many digitally native brands have slowed store openings amid cost pressures, Vessi’s decision to plant its first U.S. flag in Bellevue points to ongoing confidence in omnichannel models where online and offline reinforce each other. The Pacific Northwest has already been identified as one of Vessi’s strongest regions, giving the company a built-in audience as it experiments with U.S. retail operations.

In a market crowded with established athletic and outdoor players, differentiation will hinge on whether Vessi can convert curiosity about waterproof knit sneakers into repeat traffic and loyalty at the store level. For now, the Bellevue Square opening suggests that the brand sees long-term value in pairing its digital footprint with high-visibility physical sites in climate-relevant, high-spend regions.