Marketing

P.F. Chang's now sells clothes and cookware

The Asian chain wants to connect with its customers on a new level with hoodies, knives and woks, some of which quickly sold out.
P.F. Chang's apparel
P.F. Chang's new apparel line includes hats, jackets and hoodies. / Photograph courtesy of P.F. Chang's

Fans of P.F. Chang's can now cook dinner at home in a P.F. Chang's wok while wearing a P.F. Chang's bucket hat.

The Asian casual-dining chain on Thursday launched an online retail store selling clothing and cookware. The swag includes hoodies ($45), bomber jackets ($75) and socks ($15) for the wardrobe and mugs ($20), cutting boards ($45) and knives ($85-$100) for the kitchen.

Chang's said the new channel will help it connect with customers on a more experiential level and "integrate into their lifestyle."

"The new line is a continuation of our goal to create exciting experiences for brand fans," said CEO Damola Adamolekun in a statement. In addition to its more than 300 restaurants worldwide, Chang's business also includes packaged sauces for retail.

The apparel shop is online-only for now, but flagship locations in places like Las Vegas and Hawaii will eventually sell the items, Chang's said. The line will be refreshed twice a year.

Some items, including a T-shirt and a pen, were already sold out Thursday morning. 

Chang's joins other restaurant companies to get into the apparel business, including Chipotle, Dunkin' and Taco Bell, as they look to extend their brands beyond their restaurants.

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