Dive Brief:
- Calvin Klein has returned to New York City with a 3,000-square-foot flagship store in SoHo that opened on Tuesday. The store follows other flagship openings from the brand in Paris and Tokyo, according to a press release.
- Located at 530 Broadway, the store at launch will feature a limited-edition capsule of tees, fleece sweatshirts, hats and totes adorned with custom Calvin Klein SoHo logos. The store’s core men’s and women’s assortment includes denim and underwear, complemented by some apparel and accessories. Beginning next spring, the store will feature select styles from the brand’s Calvin Klein Collection.
- The SoHo flagship aims to mirror the look of New York’s loft apartments and is nearby to the brand’s iconic Houston Street billboard.
Dive Insight:
The SoHo store “reestablishes the brand in one of the world’s premier fashion capitals” after Calvin Klein closed a Madison Avenue flagship in 2019.
“New York is central to the DNA of the Calvin Klein brand,” Stefan Larsson, CEO of PVH Corp., said in a statement. “This homecoming is a key milestone as we build Calvin Klein into one of the most desirable lifestyle brands in the world. Step by step, we’re deepening brand relevance, driving consumer engagement and strengthening brand positioning across North America and globally.”
New York’s SoHo area has seen a number of store openings recently. This month, Target unveiled its updated design-focused store in the neighborhood as a part of a broader turnaround strategy. And Lululemon opened a 17,000-square-foot flagship in SoHo last month, replacing a different location the brand housed in the neighborhood.
Elsewhere in New York City, The North Face opened its own flagship in November on Fifth Avenue, a two-level, 21,000-square-foot location, intended to give customers an immersive experience through the combination of physical and digital highlights. DTC sock brand Bombas has also entered the New York retail scene with a new store in the city’s West Village. Bombas is expanding its retail footprint as a vehicle to showcase its growing array of products.
