Urban Outfitters Is Going To Start Slinging Pizza, Seriously

Not many millennials will admit to shopping at Urban Outfitters, but the clothing store is banking that people will buy into their new pizza endeavor.

Urban Outfitters’ stock has dropped 36 percent in 2015, according to the Washington Post, so the store is probably hoping their investment in Pizzeria Vetri will pay off.

Chief executive of Urban Outfitters, Richard Hayne, believes there’s money to be made in casual dining, so they’re diving in.

“Spending on casual dining is expanding rapidly, and thus, we believe there is tremendous opportunity to expand the Pizzeria Vetri concept,” Hayne told the Post in a statement.

The Philadelphia-based pizza shop isn’t some seasoned landmark that’s been around for 50 years as it first opened its doors in 2013. It has however gained some merit from pubs like GQ, who called it one of the top 25 new pizza places of 2014.

Urban Outfitters hasn’t mapped out what they plan to do with the pizza chain, but if they run it how they run their clothing, chances are they’ll fill the walls with portraits of dead rappers, or have napkins sponsored by popular streetwear.