NEW YORK — Count Cremieux as the latest upscale tenant to sign on at Hudson Yards.
The French men’s wear brand, which got its start in Saint-Tropez in 1976, will open an 800-square-foot store at The Shops and Restaurants at Hudson Yards, a key element of the neighborhood that is being built on Manhattan’s far West Side. When completed, Hudson Yards will include more than 18 million square feet of commercial and residential space, more than 100 stores, a collection of restaurants, 4,000 residences, a 750-seat public school, a 200-room Equinox hotel and 14 acres of public open space.
The Cremieux store is expected to open in mid-March and will join anchor Neiman Marcus as well as Dior, Cartier, Van Cleef & Arpels, Coach, Kiehl’s, AG Jeans by Adriano Goldschmied and Forty-Five-Ten.
At Hudson Yards, the store will be located near Cartier, Dior, Fendi and other brands with a similar aesthetic, said Stephane Cremieux, chief executive officer of Cremieux and son of founder Daniel Cremieux.
The shop will replace the 700-square-foot, two-level unit at 65 Mercer Street that closed in June. That store had been open for four years but the lease was up for renewal and the landlord would not reduce the rent, Cremieux said. “The traffic had gone down over the last one-and-a-half years, so we decided to move out and we wanted a new adventure in New York.”
At the end of 2017, Cremieux opened an 800-square-foot boutique at the Royal Poinciana Plaza in Palm Beach, Fla., and in May added a unit on Jobs Lane in Southampton, N.Y.
When Stephane Cremieux relocated from France to the U.S. eight years ago, the brand had explored launching an upscale wholesale version of its collection for the U.S. market. A more mainstream Cremieux collection has been exclusive to Dillard’s through a licensing deal for more than 20 years.
The attempt to wholesale in the U.S. didn’t take hold and Stephane Cremieux is exploring adding other retail stores in the States instead. He said Boston and other East Coast cities are first on his list, followed by Los Angeles and possibly Scottsdale, Ariz.
“We don’t want to go crazy with stores,” he said. “We want to control it and complement what we do with Dillard’s.”
In addition to the Cremieux brand, the company last year worked with Dillard’s to create a contemporary brand called Crosby & Howard. He said the label, which has no visible association with Cremieux, is gaining a foothold in the stores. The aesthetic is less preppy and more modern than the Cremieux line and is targeted to a younger customer.
Cremieux has around 20 stores around the world including six in China, which it operates with a partner there. The brand is believed to have worldwide sales of around $180 million.