NEW YORK — Polo Ralph Lauren plans to bring a new lifestyle concept to Bergdorf Goodman, which will involve doubling the size of the existing in-store boutique on the store’s sixth floor. The boutique aims to bring together the world of Ralph Lauren, mixing pieces from Ralph Lauren Collection and Black Label lines as well as vintage looks and an assortment of accessories. Currently, Lauren’s boutique at Bergdorf’s focuses on the Black Label line.
This story first appeared in the December 7, 2007 issue of WWD. Subscribe Today.
“This is something that we have wanted to implement for some time,” said Jacki Nemerov, Polo’s executive vice president, in a statement. “It is an exciting opportunity for us to present our brands together in a cohesive atmosphere, allowing the Bergdorf’s shopper to fully experience the world of Ralph Lauren.”
Lauren’s team will work closely with that of Bergdorf’s to create the design and execution of the new concept, slated to bow in fall 2008.
“By creating a compelling mix of product for Bergdorf Goodman in a one-of-a-kind environment, we are offering our customers a Ralph Lauren retail experience unlike any other specialty store,” Jim Gold, Bergdorf’s president and chief executive officer, added.
In October, Bergdorf Goodman held its first party for Ralph Lauren to celebrate the Rizzoli book “Ralph Lauren,” with all its Fifth Avenue windows devoted to the designer, who marked his 40th anniversary in business this year.