Givenchy accelerates its growth in the United States and opens a boutique in downtown SoHo – WWD
Marking an acceleration of retail growth in the United States, Givenchy opened its first downtown store in New York’s SoHo district.
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.
The new boutique, located between Y-3 and Jil Sander, has Bottega Veneta, Dior, Louis Vuitton, Alice + Olivia, Chloe and Herno as neighbors. The shop opened quietly on June 15.
“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 store offers the entire women’s and men’s ready-to-wear and accessories collections, and launches exclusive capsules and made-to-measure programs. 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 handbags business, which has driven the brand’s growth for the past year and a half.
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 pop 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.
In total, the luxury brand has 100 stores worldwide.
Givenchy’s business tends to be evenly split between men and women, as in the environment of the new store. The French luxury brand has seen momentum in its women’s footwear business, led by its Shark Lock Boot in several variations, as well as the women’s rtw, which has continued to grow over the past year. Givenchy’s menswear business continues to be a combination of luxury streetwear mixed with sophisticated tailoring.
As noted, Williams held her first dedicated menswear show last month since joining. He was among the leading European brands breaking out of mixed shows to give menswear a bigger spotlight.
In other Givenchy news, the house unveiled a limited-edition capsule collection featuring characters from Disney’s 1961 animated film “101 Dalmatians.” The collection comes with custom animation created by Walt Disney Animation Studios with a special appearance from model Kate Moss.
Designed by Williams in collaboration with Disney, the Disney x Givenchy 101 Dalmatians capsule covers women’s and men’s ready-to-wear, bags, shoes, small leather accessories and trendy jewelry.
For women, iconic separates in light pink, black and white include a t-shirt with puppies climbing through Givenchy lettering, a print of Cruella De Vil strolling past the windows of Givenchy’s Paris headquarters and a varsity jacket black and white. with the effigy of Perdita wearing a G-Lock necklace, a tribute to the Love Locks adorning the bridges of Paris.
For men, a black, white and red palette features a stern looking Pongo, also with a G-Lock, separates with black or white patches, and a tailored black suit with a U-Lock closure and white accents in a more casual vein. Ripped and repaired denim pieces have black dalmatian type spots.
As for accessories, leather necklaces with G-Locks, wallets, cardholders and caps printed with favorite characters, a Pongo shoulder bag and a black backpack with a castle silhouette make part of the offers. Women’s footwear ranges from slides to highs and lows mingling with the 4G emblem with Perdita and her puppies rounding out the lineup.
Fashion jewelry in silver-finish brass and enamel includes rings, earrings, and heart-shaped pendants.
Prices for “101 Dalmatians” range from $400 to $4,200 for the rtw; $230 to $1,665 for accessories and $335 to $575 for jewelry.
The capsule will begin to be distributed in select locations on July 1. It will be transported to the Madison Avenue location, but not to the new SoHo store.
To further the creative storytelling between Givenchy and “101 Dalmatians,” the custom animated short features the puppies on a whimsical adventure through the streets of Paris. The animation culminates at Givenchy on the avenue George V where the Dalmatians, accompanied by Williams and Moss, admire the collection presented in the windows. Their moment of happiness is briefly interrupted by a surprise appearance from De Vil, but she quickly flees after Pongo and Perdita hold their ground with a protective grunt.
“Having the opportunity to tell a story and create a new animation with the characters of ‘101 Dalmatians’, through the imaginative and playful lens of the house of Givenchy, was an absolute dream. It was a real pleasure to collaborate with such talented creators to bring these beloved characters to life in such a unique way,” said Eric Goldberg, Disney’s director and 2D animator.
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