Hilo Hattie’s heads back to Kona

KAILUA-KONA — Hilo Hattie is returning to the Big Island with the soft opening of a scaled-back storefront tentatively planned for some time close to Labor Day.

The store — specializing in Hawaiian apparel, souvenirs, gifts and packaged foods — procured 1,100 square feet in the Kona Inn Shopping Village in Kailua-Kona. Its former Kona location was nearly 13 times that size.

“We call it the best of Hilo Hattie’s,” said Mark Storfer, executive vice president and chief operating officer.

Hilo Hattie closed its Hilo and Kailua-Kona locations in early 2015. Since then, the company has focused on shifting its business model, namely making each operation smaller.

The Kailua-Kona location will be the fourth in Hawaii. There are already locations on Oahu, Maui and Kauai.

And Storfer said Hilo Hattie also will soon return to Hilo.

“Hilo is on our list, too,” he explained. “As soon as a location (opens up) we feel fits our current format, we’ll be back up.”

Roughly 80 percent of Hilo Hattie’s business is done with the visitor industry — a trend that’s remained true since the company opened its doors in 1963. The company partners with cruise lines, which include its locations as stops on sponsored shopping tours.

Storfer said the Kona site, near Kailua Pier and right off Alii Drive, also is ideal for picking up extra foot traffic.

Hilo Hattie’s hook in a competitive marketplace is “authentic Hawaiian.” Storfer said more than 90 percent of what’s sold in the stores is made in Hawaii.

“We strive as much as possible to provide locally designed and produced products,” he said. “We support a lot of small, local manufacturers.”

Storfer added the opening of the Kailua-Kona location should create about 10 jobs. Applications are currently being accepted.

Email Max Dible at mdible@westhawaiitoday.com.