Nautica pop-up New York City

NEW YORK — Nautica is getting back into the full-price retail business in the U.S.

The nautical-skewed brand will open a flagship at 101 Prince Street in SoHo later this week. The 2,000-square-foot store, which is located between the Apple Store and J. Crew, marks the first Nautica store to open in Manhattan in over a decade. The company operates over 200 stores internationally, but only outlet stores in America.

The new store is part of the company’s repositioning strategy that was revealed in February. The plan revolves around the theme of “Reimagine Nautica — Inspired by the Sea, Designed in the City,” and includes a good, better, best pricing approach. The SoHo store will carry the higher-priced, more aspirational product and will include women’s wear as well.

Karen Murray, president of Nautica, said, “It is exciting for our brand and consumers to have a retail location in the city that we have called home for over 30 years.”

The SoHo store will offer a “reimagined nautical environment with references to a modern cityscape,” the company said. This will translate into a sophisticated, boutique-style store with nautical references including natural oak beams intended to be reminiscent of a boat.

The store will also include a “style bar,” which will feature an assortment of the season’s key looks. Tablets with editorial look books will be available for customers to browse for inspiration.

In addition to Nautica merchandise, the company will offer accessories from Caputo & Co. and Sea Bags, a company that transforms boat sails into nautically inspired totes and accessories.

All the Nautica merchandise at the SoHo store will be exclusive to that unit in the U.S. It will also be available online and in the company’s international stores.

Nautica tested the full-price retail concept over the holidays when it opened a pop-up in the Flatiron district.