NEW YORK — Derek Lam, known for his minimalist and feminine sportswear and use of color, is opening his first freestanding 10 Crosby Derek Lam flagship.

This story first appeared in the May 1, 2014 issue of WWD. Subscribe Today.

The designer in October will unveil a 2,200-square-foot 10 Crosby unit at 115 Mercer Street here, between Prince Street and Spring Street in SoHo. The store, which has 20 feet of frontage, will house the brand’s ready-to-wear and accessories collections.

Lam operates an existing flagship for his main collection at 764 Madison Avenue between 65th and 66th Streets.

10 Crosby Derek Lam was launched in 2011 as a more accessible collection with a downtown edge. Jan-Hendrik Schlottmann, chief executive officer and cofounder of Derek Lam, said, “Stemming from the success of the line with our wholesale partners in the U.S., we felt that now was the appropriate time to further extend the reach of 10 Crosby Derek Lam in a location that fits both the customer and the brand.”

This is not Lam’s first foray into SoHo. The designer’s office and showroom were located at 10 Crosby Street, which inspired the name of the diffusion line. But the need for more space forced the brand to move in October to a 13,000-square-foot space in Midtown at 105 Madison Avenue, where the rent is considerably less expensive. It had earlier closed a Derek Lam store in SoHo.

Mercer Street has become a sought-after location for luxury and contemporary brands. Derek Lam 10 Crosby will be adjacent to a 3.1 Phillip Lim store, which shares the same address. Lam’s other neighbors on Mercer Street will include Tory Burch, who is reportedly opening a unit there, Zadig & Voltaire, Versace, The Mercer hotel, Rag & Bone, A.P.C. and Vera Wang.

In January, Derek Lam International sold a minority stake to Sandbridge Capital for an undisclosed amount.

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