Givenchy has opened its first boutique in downtown Soho in New York. Located at 94 Greene Street, the 3,500 square foot boutique is the brand’s sixth freestanding location in the Americas and the first to open in four years. It also marks Givenchy’s second location in Manhattan, the first being at 625 Madison Avenue.
“We are thrilled to open our new Greene Street store and our second boutique in Manhattan,” said Renaud de Lesquen, CEO of Givenchy. “A key destination for luxury, the vibrant shopping district of SoHo will give us the opportunity to serve our ever-growing customer base. This opening represents a new chapter for Givenchy as we continue to grow our business in the United States and internationally.
Business in the US has been strong since the arrival of creative director Matthew M. Williams in June 2020. A return to apparel has given significant boost to both womenswear and handbags . Givenchy’s men’s business continues to achieve positive comparative sales in addition to a very good performance in 2021.
Givenchy expects the Soho store to be among its best units in the United States and anticipates that it will allow the brand to expand its customer base to include more local customers in New York as well as tourists seeking the SoHo experience. The boutique offers the entire collections of women’s and men’s ready-to-wear and accessories. The store opened with Givenchy’s pre-Fall 2022 collection and an assortment of products including sharp tailoring, denim and other easy-to-wear summer wardrobe pieces.
Key accessories for the season include the new TK-360, an innovative all-over engineered mesh sneaker that got off to a strong start, and other iconic accessories such as the Antigona lock bag, 4G leather bag and Kenny bags, each with hardware featuring the house’s signature 4G emblem, which also appears on key design elements throughout the store. Givenchy expects to see continued strong growth in its women’s handbag business.
The SoHo store is the first in the United States to feature the brand’s latest retail concept. The design relies on contrasting tones and materials – sharp and soft, matte and rough, and industrial and natural. The store is designed in a natural stone gray palette, referencing the light gray and soft stone color of the streets of SoHo and the neighborhood’s historic buildings.
The two-level store includes a ground floor dedicated mainly to accessories. Upon entering the store, one is greeted by women’s and men’s handbags, including G Tote bags with Givenchy Paris lettering, followed by shoes. A lilac box, alluding to the brand’s Madison Avenue concept store on 59th Street, houses a selection of accessories and brings a splash of color to the neutral space.
The ready-to-wear is located in a lounge at the back of the space, and there is a stairwell to the rtw lounge downstairs and the denim destination. A skylight doubles the ceiling height and amplifies the entire space with natural light. Throughout the space, sculptures designed in collaboration with British artist Ewan McFarlane punctuate the space. Positioned as freestanding works of art in a gallery, the models appear in surprising poses and positions and showcase various looks.
The SoHo location plans to have a summer treat station outside the store for the next two weekends in July to engage with passers-by, and Givenchy is planning a grand opening in September during fashion week. . In addition to Madison Avenue and SoHo, Givenchy has independent stores in the United States in Aventura, Florida, Miami Design District, Las Vegas Wynn and South Coast Plaza in Costa Mesa, California. Upcoming store openings for the brand will be in Atlanta and Philadelphia.