AG's new store in SoHo.

Contemporary lifestyle and premium denim brand AG has opened a 2,000-square-foot flagship at 113 Greene Street in Manhattan’s SoHo. The store is a homecoming for the brand, which previously operated a location on Greene Street that closed when AG decided not to renew the lease.

“We wanted to stay on Greene Street, as close as possible to the other store,” said Sid Dey, director of retailing at AG. “We lucked out by getting the space next door. Everyone knows that one street this way or that way can make a big difference.”

The store highlights the juxtaposition between the historical building the flagship is housed in and technology, which AG uses to innovate both ready-to-wear and jeans. Built in 1883, 113 Greene Street features an original black-painted cast-iron exterior and tin plates embossed with decorative motifs on the ceiling, while large video walls, LED lighting and digital mirrors in dressing rooms keep the store rooted in the 21st century.

The store is expected to do sales of $2,000 per square foot, sources said.

“We designed this store with a SoHo state of mind,” said Dey. “We’re keeping some of the original design elements from the late 1800s building. We updated the space with state-of-the-art features like digital fitting-room mirrors, which provide more engagement for customers. The warm oak flooring gives the store a sense of modernity in a place with so much history.”

Dey said a similar prototype bowed in Newport Beach, Calif., in February. “This is the go-forward footprint,” he said.

“In a day and age where shopping habits are constantly changing, we feel that physical stores conveying an authentic and elevated customer experience will continue to be a part of that landscape,” Dey said, adding that AG plans on having a prominent retail footprint. The brand operates 13 stores and will add two more by the end of the year. The company isn’t rushing; the goal for 2020 is 20 stores.

AG operates an existing unit on Columbus Avenue on Manhattan’s Upper West Side. The company is opening a location at Hudson Yards on the far West Side. “It’s in between SoHo and the Upper West Side,” said Dey. “There’s still room for more New York stores. We’re always looking in New York.”

A unit at Houston Galleria is slated to bow in July, while an outlet store is slated to open at Desert Hills Premium Outlets in Cabazon, Calif., in September.

“AG does best surrounded by luxury stores,” Dey said. “The same person who shops luxury, shops our brand. Traditionally, AG was known as a bottoms brand, but we’ve been growing sportswear in men’s and women’s. My goal is to continue to elevate the store, aesthetically and in terms of products and services. We want to keep the stores exciting, while still being authentic and genuine.”

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