Why Did Urban Outfitters Just Buy a Pizza Chain?

Urban Outfitters—a national clothing chain known for being so hip its stores throw free shows attended by the Bedford Stop girls—announced Monday that it was no longer content to merely sell controversial or allegedly stolen designs, but was branching out into the pizza game.

On Monday, Philadelphia magazine reported that the retail outlet was purchasing the Vetri Family of restaurants for an undisclosed sum. That means UO will now own some of Philly's most famous joints, including Amis Trattoria, Osteria, Pizzeria Vetri, Alla Spina, and Lo Spiedo. The sale does not include Vetri, chef Marc Vetri's namesake Italian joint that was the first restaurant in his empire, and the one that kicked off Philly's food renaissance many moons ago.

UO's CEO, Richard A. Hayne, a staunch conservative who donates to Republican politicians like Rick Santorum, is excited about the deal—unfortunately, no one else is. UO stocks are down 17 percent in the last three months and 8 percent since the deal was announced this morning, reports Philly mag. Still, Hayne remains positive: "Spending on casual dining is expanding rapidly, and thus, we believe there is tremendous opportunity to expand the Pizzeria Vetri concept," he said in a statement.

Vetri called the deal a "perfect match" in a statement. The chef, as some hungry VICE readers may know, has long been one of the brightest stars in Philly's food scene thanks to the $650 dinners he serves at Vetri. Now, courtesy of Urban Outfitters, his pizza could be coming your way.

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