Edgy contemporary label AllSaints Spitalfields will open its first New York store today in SoHo at 512 Broadway. The 13,600-square-foot, two-story store is the latest, and largest, retail foray into the U.S. market by the expanding U.K.-based brand, which sells men’s, women’s and children’s collections.
This story first appeared in the May 21, 2010 issue of WWD. Subscribe Today.
The store features a vintage industrial aesthetic with wood-paneled and steel-beamed floors and exposed-brick walls. More than 60 percent of the fixtures are reclaimed artifacts, which give the store a museumlike patina. Vintage industrial fixtures include 493 old Singer sewing machines throughout the windows and interior, including 11 units of the world’s largest Singer machines that once operated in the Chatham Dockyard Naval base in England. A 13-foot cashmere loom from the Twenties dominates the ground floor. Among the light fixtures are several historic searchlights recovered from the Suez Canal.
“Picking the right retail locations is very important to us, and we try to make each store look precious,” said Paul McAdam, chief executive officer of AllSaints North America. “This New York store is the largest AllSaints store in the world. I’d like to see it do north of $25 million in sales per year.”
The space, which previously was occupied by specialty store Michael K., includes 22 dressing rooms and 17 checkout tills for shoppers.
The New York store joins existing AllSaints units in Los Angeles, Miami and Boston, which the company began opening in November. This summer, additional stores will open at the Santa Monica Place shopping center in California and the Aventura Mall in Florida.
In the fall, four more AllSaints flagships will bow in key city centers: a 7,800-square-foot store in San Francisco’s Union Square at 140 Geary Street; an 11,000-square-foot unit in Chicago at 700 North Michigan Avenue; a 12,000-square-foot space in the new Cosmopolitan hotel and retail center in Las Vegas, and a 7,000-square-foot store in Seattle at 500 Pine Street.
In total, the company plans to roll out 30 to 40 stores in the U.S. over the next three to five years, said McAdam.
Worldwide, AllSaints operates more than 70 freestanding stores and 70 in-store concessions, including in London, Paris, Berlin, Barcelona and Antwerp, Belgium. The brand was founded in 1994 and is majority owned by chairman Kevin Stanford.