After two decades of business in Fort Lauderdale, fashion apparel store Pride Factory is relocating to Wilton Manors to be closer to its customer base.

Store owners plan to open the new location later this year on Wilton Drive.

Pride Factory specializes in men’s swimwear, underwear, and apparel that appeals to the LGBT community. It opened in the ‘90s and quickly became a staple shopping experience for the LGBT community.

The storefront has been in business in Fort Lauderdale for 15 years, but owners made the call to sign a long-term lease in Wilton Manors to increase business and be closer to its clientele.

Moving to Wilton Manors felt like the best move for Pride Factory staff so when their lease ran out in Fort Lauderdale, they took the opportunity to relocate.

“We’ve been looking at options for the last year,” Lori Deak, vice president of operations, said.

The U.S. Census named Wilton Manors the second gayest city in America in 2010 and the city takes pride in the title every day with its diverse population and attractions.

Deak said that the new location would likely accumulate more foot traffic as people walk through the area. Pride Factory will be located in the Shoppes of Wilton Manors on Wilton Drive, which is home to Georgie’s Alibi Monkey Bar and Hunters Nightclub.

“I think moving will definitely help us see more walking traffic,” Deak said.

Wilton Drive is also home to over 30 restaurants, clubs, and stores, according to the Wilton Manors website. Deak hopes that Pride Factory will be a welcomed new addition to the Wilton Manors community.

“We wanted to be closer to our customers,” Deak said. “I hope that we are welcomed with open arms.”

Pride Factory owners attempted to create an online shopping experience, but quickly learned that their customers preferred visiting in person. Deak says that 90% of Pride Factory's income is from customers who stop by the store to shop.

“We’ve been working on getting our website together but with the move, it’s been hard to find time,” Deak said.

The store’s Instagram account (@pridefactory) has received over 2,500 followers since it was created in 2018. It primarily showcases the men’s swimwear that the store offers, but also highlights underwear and other products that are available in the shop.

Deak mentioned that she does not have a lot of information about the move since the process has just begun, but that she would keep SFGN updated as Pride Factory makes its move to Wilton Manors.


The Gazette launched a Wilton Manors focused newsletter. Sign up today! You can also visit Facebook.com/groups/WMGazette to join the Gazette’s community Facebook page.