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NEW YORK — Bottega Veneta opened a new men’s-only store on Saturday at 23 East 67th Street, near the corner of Madison Avenue. It is the luxury brand’s second men’s store — following on the heels of a unit that opened in Shenyang, China, last May — and the first in the U.S.

This story first appeared in the May 1, 2012 issue of WWD. Subscribe Today.

The long, slender space is 1,661 square feet and was designed by Bottega Veneta creative director Tomas Maier. It offers a full array of men’s bags, small leathers goods, luggage, shoes, belts, sunglasses, jewelry, home items, tailored clothing, dress furnishings and a small amount of sportswear. It is located in an historic townhouse, previously occupied by Isaac Mizrahi, and adjacent to a Creed fragrance boutique. Several art galleries and a single residence are situated above the store.

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The PPR Group-owned brand has embarked on a strategy of tailoring some specialized stores to certain customer segments and neighborhoods.

“Philosophically, Bottega Veneta is about individuality. We now have the breadth of product, and the years of experience, to effectively tailor how we approach our customer,” said Maier. “The new men’s store will enable us to offer a more engaging shopping experience, in a neighborhood store, where the products have been selected especially for the man who lives and shops there.”

Globally, men’s comprises about 30 percent of total Bottega Veneta sales.

The new shop is bathed in elegant, neutral tones with a polished concrete floor and walls finished in suede, as are the interiors of fixtures and display boxes. Two dressing rooms are clad in hemp cloth and the rear tailored clothing area is decorated with Bottega Veneta canapé sofas. All elements of the interiors are custom-made, including leather-sheathed door handles, as is the case with all Bottega Veneta stores.

A door in the back of the store leads to a quiet, ivy-lined outdoor seating area inlaid with Ipe wood flooring.

At the end of March, Bottega Veneta operated 24 directly owned stores in the U.S. and 171 globally. In November, the brand opened a women’s store at 849 Madison Avenue, three blocks north of the men’s store. A Fifth Avenue flagship carries both men’s and women’s collections.

The company did not reveal any specific further plans to roll out additional stores segregated by gender. “Our general plan is to continue opening stores wherever there is the opportunity and the appropriate location…and open complementary stores that are precisely edited to a client in a particular neighborhood,” said a spokesman.

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