Stores
Every Counter location is built to the same flagship spec: floor-to-ceiling glass storefront, white walls, light maple display tables, no cash-wrap counter. Same store. Different neighborhood. Open daily 10 to 10.
01 · Locations
Store 01 · Flagship
218 Brannan St
San Francisco, CA 94107
Between 1st & 2nd
The first Counter location, opened Q1 2025. The largest of the four shops at 2,400 sq ft, with the deepest current selection and the only on-site Edition production room (visible through glass at the back of the floor). Twelve-minute walk from the Caltrain station, three-minute walk from the Embarcadero.
Store 02
412 Hayes St
San Francisco, CA 94102
Between Octavia & Gough
Opened Q3 2025 in the heart of Hayes Valley between Aesop and a designer boutique. Smaller floor (1,200 sq ft) but the same three-table flagship spec. The neighborhood Counter, with the highest member-buyer density of any location.
Store 03
2128 Fillmore St
San Francisco, CA 94115
Between California & Sacramento
Opened Q4 2025 on lower Fillmore. 1,400 sq ft. Built specifically for the neighborhood’s premium-retail buyer, with the largest topicals and edible-only selection of any location.
Store 04 · Newest
601 Valencia St
San Francisco, CA 94110
At 17th
Opened Q1 2026, the newest of the four. 1,600 sq ft on the corner of Valencia and 17th. The location with the most foot traffic and the fastest median transaction time across all four shops.
02 · What every Counter location has in common
Three central maple display tables down the center of the floor. White walls. Light maple plank floors. Recessed daylight-temperature ceiling lighting. The architectural spec is identical across all four locations, scaled to the size of the storefront.
No cash-wrap counter at any location. iPad checkout at the table, every time. Apple Pay default. Receipt by SMS. The median transaction at any Counter location is under 90 seconds.
Every Counter location stocks the current Edition in full and all rotation SKUs from prior Editions. The product family on the shelf at SoMa is the same product family at Mission.
03 · The founders
Co-founder · Retail & Merchandising
Former merchandising lead · Apple Park flagship · 8 years
Maya spent eight years at Apple Retail, ending as the merchandising lead for the Apple Park flagship. She owned the Genius Bar table layouts, the seasonal product table rotations, the floor staff training program, and the launch-day store readiness protocol for new product introductions. She left Apple in 2024 to build Counter.
Co-founder · Brand & Operations
Former merchant Mejuri · former retail ops Allbirds · 11 years total
Robert spent five years as a senior merchant at Mejuri followed by six years running retail operations at Allbirds. He owns the private-label sourcing program, the packaging system, the wholesale-to-private-label contracting with California cultivators, and the multi-location operations rhythm.
04 · Visit details
Open daily 10 to 10
Reserve through the app or just walk in. Median visit time is under five minutes.