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NEW YORK — Dior Homme reopened the doors of its 57th Street store here Saturday following a five-month renovation. The remodeled flagship has a new second floor that will be dedicated to VIP services and tailored clothing.
This story first appeared in the September 10, 2012 issue of WWD. Subscribe Today.
Concurrently, Dior Homme has decided to keep open a 2,300-square-foot location in SoHo that was originally planned as a temporary unit while the uptown store was closed for the redesign. The SoHo lease, at 133 Greene Street, has been extended through at least 2021.
The 17 East 57th Street store, now enlarged to 2,067 square feet, is situated in the LVMH tower and adjacent to a women’s Dior store. While the two units previously sported distinct facades, they now share a uniform look from the street. The new facade is fashioned from an opaque double layer of glass, etched with the signature Dior “cannage” pattern, backlit with LED lights. The Dior Homme boutique was previously fronted by black glass.
“The facade is now seamless between the two stores. The men’s store really stands out more, as the black glass used to recede,” explained Pamela Baxter, president and chief executive officer of Christian Dior Inc. and president and ceo of LVMH Perfumes and Cosmetics North America, both divisions of Paris-based LVMH Moët Hennessy Louis Vuitton. “The men’s store will be illuminated at night now, as well.”
The upstairs VIP space offers a sitting area and a spacious fitting room, in contrast to the smaller fitting rooms on the ground floor. There is a passageway between the men’s and women’s stores on the second floor, draped off with a stainless steel curtain.
There is an offering of suiting and formalwear on the second floor. The majority of merchandise remains on the ground floor, which has been remodeled with pale gray concrete tile — a switch from black tile — and new fixtures with LED lighting. Dior Homme creative director Kris Van Assche has chosen a selection of exclusive leather goods for the New York store, including a shearling-lined hooded blouson jacket, a zippered messenger bag and small duffel.
The interior color scheme is mostly in the favored Dior Homme hues of gray, white and black, with mirror and steel accents throughout. However, pops of dark blue enliven the interior, as in a display of 42 Plexiglas cubes that serves as a display for accessories, as do the two ground floor dressing rooms in deep red.
In addition to the two freestanding stores in New York, there are Dior Homme stores in the U.S. in San Francisco and Beverly Hills. Additionally, there are men’s shops within larger women’s stores in the Ala Moana Center in Hawaii and at the Wynn Las Vegas, CityCenter and The Forum Shops at Caesar’s Palace, all in Las Vegas.
The 57th Street store is the highest-grossing Dior Homme store. Baxter said sales at the renovated store should increase by 25 to 50 percent over the old store, per industry norms.