Orlebar Brown has opened its first New York store.
The London-based resortwear brand, which was founded by Adam Brown in 2007, has setup shop at 451 Broome Street in SoHo, next to James Perse.
“Over the last few years America has become increasingly important for the brand,” Brown said. “With over 30 percent of our sales coming from the U.S., it feels absolutely right and natural that we have our first home here.”
The SoHo shop, which is 395 square feet, is decorated with the brand’s signature red lockers and black-and-white palm print wallpaper. The store is stocked with key pieces from the brand’s men’s assortment including sunglasses, slip-on sneakers, flip flops, tailored swim trunks, linen shirts and terry cloth polo shirts. The collection retails from around $95 for a T-shirt to $345 for a pair of photo real swim shorts.
The shop will also sell exclusive pieces including a capsule collection of swim trunks the brand created with GQ and a pair of swim trunks embroidered with the New York skyline designed by artist Tommy Penton.
According to Brown, this store is more of a grab and go location while its first permanent East Hampton store, which will open this Saturday, is almost eight times as big as the SoHo shop will feature a large seating area along with the kids and women’s collection.
Before opening the SoHo shop, Orlebar Brown tested the market with a pop-up in Bal Harbour, Fla., that opened last year and a pop-up in East Hampton. The brand also has five stores in the U.K. along units in Belgium, Cannes and Saint-Tropez.