Esports organization 100 Thieves recently announced a new Los Angeles headquarters, but the pivot into a retail storefront might be the ultimate endgame for them and what really allows them to soar in popularity.
100 Thieves continues to dominate the headlines in 2019 with the numerous high-profile signings, most recently Fortnite World Cup-bound pro Arkhram, and with the announcement of their new headquarters, it looks like they aren’t slowing down.
Lost in the shuffle of all this is a simple announcement that the team was looking to open up a retail storefront for fans to purchase apparel and other items.
This year has been really kind to 100 Thieves.
Former CLG CEO Devin Nash pointed this out during his stream and said this could be a major part of 100 Thieves’ growth going forward.
“There are going to move into retail storefronts and they’re going to start building retail chains with this kind of funding,” he explained. “And that’s the ultimate end goal, I believe.”
(Nash begins this thought at the 6:00 mark.)
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Many big-name streamers have branched out into selling their own merchandise so this is nothing new, but few of them are able to get their brand into actual retail stores.
One name that comes to mind is Tyler ‘Ninja‘ Blevins who was able to expand his Twitch footprint into stores such as Walmart where he is able to sell an exclusive headband, amongst other things.
When 100 Thieves debuted new apparel earlier this year they sent it out to many of the top streamers so people like Ninja, Tim ‘TimTheTatman‘ Betar, and Dennis ‘Cloak‘ Lepore all sported an advertisement on their chests as they streamed to thousands of people.
It’s hardly a coincidence that since the apparel came out and was advertised it has consistently been out of stock.
There’s no telling how long it’ll take for you to see 100 Thieves merchandise in a big retail store like Walmart but if the funding keeps up like this, it could end up being a whole lot sooner than you think.
