Seeking to show the U.S. market the extent of its offerings, Bogner, the upscale European label, will open a SoHo store in May.
After an almost three-year search, the Munich-based company decided to set up its new Manhattan location at 380 West Broadway sandwiched between Downtown Cipriani and Te Casan and across the street from Ralph Lauren and Anthropologie. Widely known for its skiwear and its more spirited Fire + Ice label, Bogner aims to showcase its expansive range of products including women’s sportswear, golfwear, children’s wear and accessories.
"We want to have faith in the United States,” said Bogner of America president Peter Born. "We’re dealing with a lot of retailers, but no one is able to show the whole collection. We want to let people know what we are capable of."
Bogner apparel is sold in Paragon and the brand’s Fire + Ice label is available at Bloomingdale’s but is more limited.
First-year projected retail volume for the new unit is $2 million, Born said.
Bogner had a Madison Avenue store in the Nineties but closed it more than 10 years ago. The company’s recent real estate search included uptown as well as the Meatpacking District, but its old neighborhood was "just too expensive," Born said. "We need to be profitable."
Company executives are putting the new location to use even before renovations get under way. From Jan. 3 to 25, Bogner will hold a sample sale and stock sale, and from Jan. 28 through March 15 showroom appointments with retailers will be held there. Once those are completed, the space will be remodeled for the store.
Bogner has 12 stores in Europe, including a 16,000-square-foot Munich flagship that doubled in size this fall. The company has no immediate plans to open more stores overseas but Born said, "We’re still looking for good locations."