Eberjey will open its first New York store this month.
Over the past five years, the swim and intimate apparel company, which was cofounded by Ali Mejia and Mariela Rovito two decades ago, has focused more on its retail footprint by opening stores in Miami and Newport Beach, Calif.
Rovito said the New York store, which will be located on Gansevoort Street in TriBeCa, is 1,100 square feet and will feature a bright and airy interior with mostly neutral colors. The boutique will be stocked with Eberjey’s entire collection.
“This is going to be really different from what the customer experiences through the wholesale channels,” Rovito said. “In other stores those categories get broken up and fragmented, but we are going to have everything together on display. Our customer was craving that overall brand experience.”
Eberjey’s collection includes swimwear, cover-ups, sleepwear, loungewear, intimate apparel and mini, a children’s collection. The line retails from $18 for a thong to $170 for a swimsuit. The collection is sold in stores including Saks Fifth Avenue, Neiman Marcus and Nordstrom. The New York shop will include a selection of accessories that Mejia said they buy from all around the world. According to Mejia, there will be services such as free monogramming, surprise special promos and other in-store events.
The Miami-based brand is also operating a pop-up in Southampton, N.Y., on 53C Jobs Lane.
Right now there are no plans to launch new categories for the privately held company, but Rovito said they are focused on expanding within already existing categories, specifically the underwire bra business. Eberjey is set to open a store in Coral Gables, Fla., this year.
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