NEW YORK — Seven For All Mankind will open its first Manhattan store in the fall, a 3,000-square-foot flagship in SoHo.
This story first appeared in the March 28, 2008 issue of WWD. Subscribe Today.
The premium denim brand’s unit will be at 394 West Broadway, replacing Smith & Hawken outdoor living products, which is closing Tuesday.
“When 394 West Broadway became available, we knew we had found the ideal location to open our first retail store in New York City,” said Aaron Battista, vice president of retail for the Los Angeles-based brand. “SoHo really is a window into the world of fashion, and Seven For All Mankind fits seamlessly into its landscape and adds to the area’s desirable compilation of high-end boutiques.”
The flagship “will be mutually beneficial to both our brand and our wholesale accounts,” Battista said. “Our wholesalers are great partners and we will continue to support them.”
The store will carry exclusive merchandise and act as a lab of sorts. “One valuable asset in having a retail store is that we are able to test and tailor our product to meet the needs of our customers quickly and efficiently,” Battista said.
Battista said the flagship will have many of the same design attributes as the unit on Robertson Boulevard in Los Angeles, which has white lacquer walls, gray cement floors and three plinths made of Russian marble and deep zebrano wood running the length of the store. “It will also have elements that are uniquely New York,” he added.
Seven For All Mankind’s retail development has been slow. In addition to Los Angeles, there is a store in Dallas. The brand’s jeans average $175 at retail.
VF Corp. acquired Seven For All Mankind in July 2007 and has set a goal of opening some 100 stores over the next five years. The company also has been expanding into footwear and accessories.