Bergdorf Goodman is hoping to attract sneakerheads by partnering with Goat for a special installation at its men’s store that will run through New York Fashion Week.
On Wednesday, the retailer and the Los Angeles-based sneaker reseller will open an installation at the Goodman’s Men’s Store that will showcase some highly coveted models including Chanel’s collaboration with Pharrell on the Adidas NMD Human Race Trail, and the auto-lacing Air Mag Back to the Future. Both will be on display in the store and will also be available for purchase for $16,400 and $47,250 respectively.
“Sneakers and athletic-driven sportswear have been a leading component of the designer and luxury men’s wear world, and we see this influence continuing to be very important,” said Bruce Pask, men’s fashion director for Bergdorf Goodman. “Goat is an innovator and leader in the resale space with an elevated aesthetic, peerless expertise and a focus on customer experience and service — aspects that we absolutely share, making this a perfectly suited partnership and an exciting new experience that our customers can only find at Bergdorf Goodman.”
Pask said he met Matt Cohen, Goat’s vice president of business development and strategy, a little over a year ago, and they visited the company’s Culver City, Calif., warehouse together.
“It was immediately apparent to me that Goat was something very special and that we shared many common aspirations and values as companies. We were easily able to envision what a collaboration could look like and how exciting that may be for our customers to bring the world of Goat to life inside our store and in our windows on Fifth Avenue,” Pask said.
“Retail and resale are just at the beginning of their convergence, and as the global demand for streetwear increases, we will continue to see its influence in the luxury market,” said Daishin Sugano, cofounder of Goat Group. “Collaborating with Bergdorf Goodman exemplifies the endless possibilities in the industry.”
Bergdorf has created a series of collaborations at its men’s store over the years, the most recent of which was a pop-up with Bravado USA and The Rolling Stones that Pask said was “very successful. Customers loved the giant sculptures of the band’s iconic logo and the array of exclusive merchandise created in collaboration with artists and designers.”
Pask said the Goat partnership is seen as the latest way to offer its customers “exclusive products and experiences.”
Goat views the Bergdorf partnership as “a huge opportunity for luxury brands to capture the growing audience of sneaker enthusiasts,” Sugano said. “In 2018, we partnered with Versace to exclusively launch their new Chain Reaction sneaker to our community of more than 15 million members. And this year, we also worked with Chloé to distribute their newest sneaker, Sonnie. These partnerships truly demonstrate how we’re able to connect brands with our community.”
He said the Bergdorf partnership “creates an opportunity to further expand into the luxury space, which our users are increasingly valuing. With this exclusive partnership, we hope to provide an elevated shopping experience for Bergdorf Goodman’s clientele, where they can experience in person some of the rarest and most coveted sneakers in the world.”
The Goat installation opens at Goodman’s Men’s Store on Wednesday, Aug. 21, and will remain through New York Fashion Week.