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Josie Natori is expanding her empire to include the first Josie Natori boutique in the U.S.

This story first appeared in the June 17, 2014 issue of WWD. Subscribe Today.

Opened Monday in Manhattan’s trendy NoLIta neighborhood at 253 Elizabeth Street, the 1,000-square-foot store offers a curated assortments of lingerie, loungewear and sleepwear from the Josie Natori, Natori and Josie by Natori collections as well ready-to-wear bearing the Josie Natori label.

The retail concept offers shoppers an explorative brand-discovery experience that will merchandise the House of Natori’s fashion products alongside Natori’s personal collection of antiques, collectibles and inspirational treasures from the Natori archives. Embodying the spirit and energy of the iconic Natori name, the boutique’s products and ambience will be remerchandised every few months to reflect a new, innovative theme. Items — including product, in-store furnishings, accessories and bedding — will be rendered in specialty fabrics, embellishments and patterns that are crafted for women, their lifestyles and their home environments.

“We are very excited to open our first U.S. boutique and to provide customers with a shopping experience that will bring the Natori East-meets-West concept to life,” said Natori, founder and chief executive officer of the Natori Co., which was created in 1977. “The boutique will be a veritable retail theater with art brought to life through an ever-changing rotation of products and store designs. I’m eager to invite customers to experience the brand’s rich offerings, and we hope to surprise and delight them with each new installment.”

Natori noted that “everything” will be for sale, including archival pieces and antiques and accessories she has acquired throughout decades of “global shopping sprees.”

“It will be all mixed up, not just what we make, but everything from antiques to clothing and home decor,” she stated.

The concept for the unorthodox retail format was gleaned from a test laboratory in the Josie by Natori area of the Natori showroom, where the idea was hatched to create a Bohemian-like retail ambience.

“This new environment made us say, ‘We should have a boutique downtown where we will reach an entirely new audience,’” she explained. “This boutique, along with our e-commerce site, will really help us learn so much about our customers and help us cater even more directly to them,” said Natori.

Signature products from each collection will remain seasonal staples, while product that is not available at the boutique can be purchased at, which is warehoused locally and features free ground shipping.

In other developments, Natori said additional Josie by Natori shop environments will be rolled out at H.P. France boutiques in Japan this fall, totaling seven shops-in-shop. The first N Natori in-store shops for lingerie and rtw will be opened at Rustan’s department store in Manila in October. A Natori collection of carpets will make its debut in October, and the Josie Home Collection will launch at 16 Nordstrom doors in July.

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