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The Store Scout – Wolf & Badger SoHo


Competition amongst fashion brands and companies is much more intense today than it has ever been. The advent of e-commerce allowed for brands to gain visibility on a global level, but it also forced brands into competition with labels not native to their country. Despite the increased visibility gained from e-commerce, brands still need brick-and-mortar representation to cut through clutter and reach customers directly.

UK-based multi-channel retailer Wolf & Badger has been very supportive of new brands at its stores in Notting Hill and Mayfair in London, and this month it took its support international with a new store at 95 Grand Street in New York City.

The 2,500-square-foot store, which marks as the retailer’s first US store, is home to a rotating selection of women’s and men’s apparel, accessories, jewelry, footwear, and homewares brands such as Tonn Surf, Yoanny Garcia, Bravur Watches, Origami, and My Pair of Jeans. In store, customers will find a dedicated designer jewelry space and a ‘meet the maker’ event area for designers to host events and private appointments.

Wolf & Badger Co-founders Henry and George Graham chose SoHo for their first location, because the neighborhood was a natural fit. They believe the neighborhood has an international reputation for being “cool” and not “stuffy” like other neighborhoods. The emerging brands will be happy to hear that their products are sold nearby stores such as Alexander Wang, Acne and James Perse.

George and I both wanted to open a boutique selling hard to find and unusual pieces of jewelry and accessories. When we realized how difficult it was to set up a store, we came up with the idea of creating a concept where designers can have their own fully staffed capsule collection within a beautiful boutique and without any difficult set up.

- Henry Graham

The Graham brothers left their consulting and retail property careers in 2010 to establish Wolf & Badger. The multi award-winning online marketplace has introduced customers to over 700 emerging global brands that wouldn’t have been exposed to the market without Wolf & Badger. Brands such as Uniform Wares, ADYN, L’Estrange, Frescobal Carioca, Kasun, and Sofia Alasfoor rose to popularity thanks in part to the retailer, and several of the emerging brands are breaking into the US market through the Wolf & Badger SoHo store.

The brothers are excited for the opening of their flagship store in the US, but they are eyeing further expansion. Henry said that they do not have plans to open more stores in New York City, but they want to open in Los Angeles and Miami.

95 Grand Street
New York, New York 10013

1 646 934 6601

Mon – Sat: 11am – 7pm
Sun: 12pm – 6pm