Why brands like Ganni, Self-Portrait and Nanushka are opening new flagship stores in the Big Apple.
Author:Kristen BatemanUpdated:Dec 5, 2019Original:Dec 5, 2019By now, the industry has become familiar with the many struggles fashion retail continues to face; most recently, between its ultimate sale and subsequent store closures, Barneys New York has been the topic of much conversation.
GanniIn October 2019, the Copenhagen-based brand Ganni opened its first U.S. store in the Soho neighborhood in New York City, followed by one in Los Angeles; in December, Ganni will also open a Miami location. "We always dreamt of opening stores in the U.S.," explains founder Nicolaj Reffstrup. "We've been extremely fortunate to be stocked in some of the U.S.'s finest boutiques and retailers; seeing our U.S. audience connect with our Scandi 2.
For a brand like Ganni, which already boasts over 400 stockists around the world, opening standalone brick-and-mortar stores in the U.S. may also open the label up to new customers who discover Ganni for the first time walking by the store. Prices are firmly in the mid range, with most pieces retailing for under $500. The label also opted for Mercer Street for the concept store location — on the same street as Ganni, just a few blocks down. The main difference, however, is that Self-Portrait is testing out the New York City brick-and-mortar experience before fully committing, with the concept store set to close in December.
"A physical store like the one we have created in London Mayfair and New York Mercer Street allows us as a brand to let our customers see how the brand lives," explains Chong. "In today's world you think you know someone really well because of social media and you definitely do know aspects of them, but being in someone's home allows you to know them intimately. I wanted to invite everyone to get to know Self-Portrait personally.
While New York may be the first brick-and-mortar location outside of Hungary, it's certainly not the last: The brand is planning to open five more locations before the end of 2020, the next of which will be in London. The brand has launched everything from its own line of ceramics to menswear in the past year, and having a physical presence will help establish it as selling more than just clothes. "Nanushka is a lifestyle brand in a way," explains Sandor.
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