Azaleas, long a mainstay for lingerie in the East Village, has opened a 1,200-square-foot flagship across town at 125 Greenwich Avenue at the corner of Horatio Street in the West Village.
In addition to Azaleas’ lingerie offerings, the flagship features a year-round swimwear shop highlighting brands such as Acacia, Chromat, Made by Dawn, Siyu, Mikoh and Onia.
The new location also offers exclusives from lingerie labels such as Lonely by Lonely Hearts, Toru & Naoko, Relique, Marika Vera, Sloane & Tate and Underproduction.
Azaleas’ collections in the new West Village flagship are displayed in an open loftlike space. Five spacious fitting rooms are decorated with Parisian wallpaper and equipped with visual aids for assessing the best fits such as “rear-view” pop-out mirrors.
For the last 13 years, Azaleas has championed under-the-radar independent brands attracting celebrity customers, including Alexa Chung, Binx Walton, Hannah Bronfman, Kate Mara, Chloë Sevigny and Andreja Pejic.
“I couldn’t have asked for a better location, including the diagonal intersection of Greenwich Avenue and Horatio Street, the landmarked façade, and the loft interior, which was initially hidden by decades of build-outs,” said owner Cindy Kahng. “The space really reminds me of my early years in the city. It’s classical on the outside and vibrant on the inside.”
Azaleas joins retail neighbors such as Otte, Acne Studios and Meg.