Tory Burch opens Mercer Street flagship
New York-based fashion label Tory Burch has opened a new flagship store in New York’s SoHo neighborhood, at 151 Mercer Street.
The 6000-square-foot flagship is an ode to Burch’s own house and lifestyle with an inviting vibe that features design elements such as folk art, basketry and pottery. Created in partnership with Curiosity architect Gwenael Nicolas, the store design was complete with architectural elements and a mix of old and new detailing, creating a high meets low feeling.
All the while, it houses Tory Burch ready-to-wear, footwear, handbags, as well as home collections including the new 151 Mercer handbags and a series of limited-edition Lee Radziwill Double Bags, launched exclusively for the store opening.
The tri-level store dedicates one floor to handbags, one floor for footwear and home, and one floor to its ready-to-wear collections. Featured throughout the boutique, customers can see works from female artists and local artisans including by Francesca DiMattio, whose sculptures challenge traditional norms of femininity. Meanwhile, outside, landscape artist Miranda Brooks created an outdoor garden space behind the store.
The store was inaugurated near the brand’s original store on Elizabeth Street, which opened when the brand first launched in 2004. Burch currently has two other stores in New York, one at Hudson Yards and another at Brookfield Place. In total, the company has over 300 freestanding stores worldwide.
While the brand has most recently put a bigger focus on e-commerce, it is not neglecting its retail operations, especially since the end of lockdowns has brought a huge return to in-store shopping. Still, e-commerce is currently growing and accounts for one-third of Burch’s business.
Burch’s fall collection is currently in store and was inspired by the theme —a love letter to New York — how fitting.
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