The women's fashion brand VICI is opening a permanent store at 1366 N. Main St. in Walnut Creek on Thursday, Sept. 10, returning to the city where it started more than a decade ago.

A grand opening celebration follows on Saturday, Sept. 12. Details about the event have not been announced.

The 2,200-square-foot shop will stock customer favorites alongside a jewelry collection available only at the Walnut Creek location, according to Patch, which first reported the opening. A company spokesperson said the fall collection will include dresses, denim, knits, outerwear and seasonal statement pieces. VICI added an athleisure line in 2026 focused on clothing designed for wear outside the gym.

The store marks a homecoming for the brand.

VICI co-founder Aimee Dudum said the new location reflects the company's ties to the area. "Walnut Creek is such an important part of our story, and we're incredibly grateful for our neighbors that have supported us over the years," Dudum said in an email to Patch. She described the permanent store as a way to connect more directly with customers and the local community.

VICI has been headquartered in Walnut Creek since 2012, when it launched through pop-up shops and small retail locations in the city. The company later shifted to a direct-to-consumer model, building a following among millennial shoppers through social media and daily product drops featuring head-to-toe outfit styling. It also sells through a retail partnership with Dillard's.

The North Main Street location brings the brand back to physical retail in its hometown after years of operating primarily online. The exclusive jewelry assortment is a draw the company is using to differentiate the brick-and-mortar shop from its web store.

Store hours are 10 a.m. to 6 p.m. Monday through Thursday, 10 a.m. to 7 p.m. Friday and Saturday, and 11 a.m. to 6 p.m. Sunday. The address and hours are independently confirmed on VICI's own store locator page.