Wolf & Badger

LONDON — Wolf & Badger has set its sights on the U.S., and the British multibrand retailer will open its first stand-alone store there in February, WWD has learned.

Wolf & Badger, which sells a range of emerging designers, will set up shop at 95 Grand Street in SoHo in Manhattan, formerly the Burch sisters’ Trademark boutique.

The space — which spans two floors — measures 2,500 square feet, and will be the retailer’s third store, after units in London’s Mayfair and Notting Hill. The interiors were designed once again by Augustus Brown, with a black-and-white motif similar to the existing stores, although the retailer declined to provide more details.

The store will carry a selection of indie designer labels from Europe and the U.S., women’s and men’s clothing, jewelry and accessories.

“SoHo in New York is a dream location for us and we have been seriously considering the area for quite some time,” said the retailer’s creative director and cofounder Henry Graham. “After almost a dozen visits over the last 18 months, we have finally found the perfect site, adjacent to the Alexander Wang flagship and just across the street from Acne [Studios].”

The brand said a fifth of its sales already come from customers in the U.S. via its web site and the move is “a natural step forward.”

“America is already an important market for us, and is number two only to the U.K. in terms of sales revenue,” said chief executive officer and cofounder George Graham.

Graham said the retailer expects the U.S. to become its number one market in 2017. “With Brexit looming and the U.K. entering a period of uncertainty, we are extremely pleased to be entering the U.S. market. Despite over 90 percent of our business now being transacted online, we understand the desire of our customer base to be able to experience and engage with us and the brands we represent in a real-world environment. Online can never replicate the tangible or social elements that our stores offer.”

The retailer plans to roll out additional U.S. boutiques, and build its online offering in the region, with the aim of “making the most of the incredibly dynamic and creative fashion scene in not only New York, but also across North America,” he added.

Last week, the retailer unveiled a partnership with Swarovski for a curated jewelry capsule platform where 15 young brands have used the Austrian crystals in their designs.

Launched in 2010 by the Graham brothers, Wolf & Badger also owns the online marketplace Boticca.com, which has strengthened its reach in the French and German markets.

The retailer stocks a bevy of emerging brands for men, women and children such as apparel by Nicole Coste, Hebe Studio and Rumour London as well as accessories from Chloe Stanyon, KathKath Studio and Heidi London. Jewelry brands carried are Chupi, Talia Naomi and Lee Renee, while beauty items include products from Isla Apothecary, Apothecary 87 and The Personal Barber. Homeware items are from Haeckls, O.W. London and 1882 Ltd.

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