Virginia Beach-based Born Primitive is bringing its patriot-inspired workout apparel to the Hilltop shopping district.
The e-commerce clothing brand, co-founded in a garage in 2014 by former Navy SEAL officer Bear Handlon and Mallory Riley, opened its first retail store in September next to Beecroft & Bull and Gerald’s Ice Cream in The Shops At Hilltop.
“After 11 years of being in business and selling over $200 million in apparel, we finally decided to open up our own brick-and-mortar locations,” Handlon said. “ A lot of people really want to be able to see the apparel in person, feel it, and try it on for sizing.”
The 2,100-square-foot store features a large selection of the fitness, athleisure, denim and footwear line, including the Savage 1 training shoe. Customers can find 2026 releases that include a running shoe, barefoot training shoe, tactical boot and lifestyle sneakers. Customers can also try on samples from the tactical and outdoor lines to order merchandise to ship free to their homes.
“We are going to have a really fun and energetic vibe at the store,” Handlon said. “We have always placed a ton of importance on a positive customer experience, and I think the in-store experience will be no exception.”
Born Primitive plans to build eight to 10 more stores across the United States over the next two years to continue expanding its retail footprint, he said.
The company is building a $19 million headquarters located a few minutes away on Virginia Beach Boulevard. The 52,000-square-foot facility is scheduled to be completed by November 2026.
The business also plans to continue leveraging its platform to do some good for the community and those who serve the country, Handlon said. To date, the company has donated over $2 million to charity and has paid off $11 million in veterans’ medical bills.
“There has been so much excitement already from the people in Virginia Beach who have traditionally shopped on our website, and we are so excited to be able to offer an in-store experience for them now,” he said. “We are excited to meet our customers who have been anxiously awaiting this launch, as well as people who may be discovering the brand for the first time.”
Lee Belote, jlbelote@verizon.net
If you go
Where: The Shops At Hilltop, 1612 Laskin Road, Virginia Beach
Hours: 10 a.m. to 6 p.m. Monday through Saturday, 11 a.m. to 4 p.m. Sunday