Hanro of Switzerland will be opening its first store in the U.S. in the trendy Meatpacking District of Manhattan in mid-September.
The 900-square-foot space is located at 806 Washington Street in a landmark building developed for retail which is ensconced underneath the former High Line railroad tracks.
Jan Snodgrass, president of Hanro USA, said the historical setting is “perfect” to showcase luxury innerwear for men and women by the 128-year-old Hanro brand.
“The area is a big destination now where two miles have been converted into a park. The High Line used to go through the building we’re going to.…If you look up you can see the superstructure of a 20-foot high ceiling with the original High Line beams which will be prominently featured as the ceiling of the boutique,” said Snodgrass.
Hanro will be joining upscale retail neighbors Nicholas Kirkwood, Christian Louboutin, as well as Jay Godfrey and Intermix. He said another big name is expected to draw visitors in the future: the new location of the Whitney Museum at the end of the High Line at the corner of Gansevoort and Washington Street.
The company is developing a retail concept that will house its women’s collection of underwear, lingerie, sleepwear and robes, as well as men’s underwear, tops, sleepwear and robes.
“The focus will be on seasonal trends and assortments and will be all-encompassing with basics accented by seasonal trend merchandise,” Snodgrass said.
Architect David Howell of DHD has been commissioned to design the boutique, which will reflect the stylish, downtown chic of the neighborhood.
Regarding the look of the new boutique, Snodgrass would only say it will be “contemporary and fit in well with the ambience of the Meatpacking District.”
He further noted that Hanro anticipates reaching a “new customer” who enjoys the energetic downtown lifestyle.
“This customer will represent a new community of well-to-do younger people, not too young, but with very sophisticated tastes,” said Snodgrass.
The U.S. unit will be Hanro’s fourth retail location with other stores in Vienna, Munich and Beijing.