Browne is taking charge of his city by opening two new locations to add to the current 119 flagship stores across the world
Thom Browne returns to his first love after almost 20 years, opening two new stores in Manhattan. Browne opened the original Thom Browne flagship store in Tribeca in 2006, and it has remained the brand’s only flagship in New York City until now. Two new locations, a full menswear and womenswear retailer and an accessories-only storefront are set to open.
The larger of the two stores will feature both men’s and women’s ready-to-wear collections and will be located at 19 East 72nd Street. This 1,700-square-foot retail space is nestled in what Browne considers “one of the most special buildings in New York.” The building, completed in 1937 by architect Mott Schmidt, is refined, clean, stark, and yet oh so chic. The sophisticated limestone exterior serves as the perfect welcome mat to Browne’s Four Seasons New York-inspired interior.
Browne wanted to curate a store fit for the New York clientele. His flagships vary worldwide, always adapted to the weather, culture, and personalities of the cities they inhabit. Browne’s latest New York location is sharp and minimalistic, placing emphasis on the products. While New York and its inhabitants are known for being loud, messy, and all over the place, this store captures the straightforward essence of the city, presenting the NYC ideal.
Just around the corner from East 72nd is the second new location, dedicated entirely to Thom Browne accessories. Browne notes that consumer’s appreciation for accessories has grown over time, and dedicating an entire store to these pieces is a way to continue this success. The store holds many beloved products, such as the Hector bag, which is celebrating its 10th anniversary this year, as well as the Mr. and Mrs. Thom bags, which are displayed as art pieces in the store.
This move by Browne is a step toward increasing direct-to-consumer business. Thom Browne’s revenue fell 18.9 percent in the first quarter, and for the year, it is expected to be down 25-30 percent. Browne started the company on an intimate, personal level with custom-made clothing. By returning to consumer-based spaces, the brand is revisiting its core values, helping to offset the decline seen in the wholesale sector.
Browne will be returning to his roots by extending the Thom Browne spirit to into new corners of the city.
