DVF Expands Retail, Opens Store In SoHo
Much to the dismay of our credit card balances, it appears that Diane von Furstenberg has changed her to decision to stop expanding due to the recession. And even more unfortunate for our wallets, it appears the expansion will be occurring right around the corner from Styleite. Okay. We’ll admit it. We’re itching with excitement.
According to DVF President Paula Sutter, the brand has a five year plan involving a minimum of 20 new stores globally, eight of which are expected to be in the United States.
WWD reports that the DVF’s next New York location will be located in Manhattan’s SoHo on Wooster Street, home to Barney’s Coop, Barbara Bui, TSE, and Betsey Johnson — to name a few. The 2,000 square foot space is set to open in July and while it will remain obviously DVF in its aesthetic design, according to the designer, “it will be more focused on items [and used] as a lab for bestsellers.”
Why SoHo? Sutter told WWD why it’s a perfect fit for the new direction the store is trying to take:
“As beautiful as our stores are, we have to work harder to get the key items out and popping…SoHo is a terrific opportunity to be supercreative and use it as a lab to funnel ideas through all our stores and our wholesale business.”
While DVF’s flagship in the Meatpacking District may be the hub of the collection, it sounds like this store will be targeting a much more informed shopper who is better acquainted with the line. In other words, you’ll be able to get your summer dresses and chiffon evening tops at the flagship, but go to SoHo for that incredible multicolored wool coat from the Fall 2010 collection.
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