Givenchy has opened its first downtown location in New York’s Soho. 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 Manhattan location, the first being at 625 Madison Avenue.
“We are excited to be opening our new Greene Street store and second Manhattan boutique,” said Renaud de Lesquen, chief executive officer of Givenchy. “A key destination for luxury, SoHo’s vibrant retail neighborhood will give us the opportunity to serve our ever-growing client base. This opening represents a new chapter for Givenchy as we continue to scale our business in the U.S. and internationally.”
The business in the U.S. has been strong since the arrival of creative director Matthew M. Williams in June 2020. A return to dressing up has brought significant momentum to both its women’s ready-to-wear and handbags. Givenchy’s men’s business continues to deliver positive comparative sales on top of a very strong performance in 2021.
Givenchy expects the Soho store to be among its top units in the U.S. and anticipates that it will enable the brand to expand its client base to incorporate more local New York customers as well as tourists who seek out the SoHo experience. The store carries the full women’s and men’s ready-to-wear and accessories collections. The store opened with Givenchy’s fall 2022 pre-collection and a product assortment featuring Williams’ signature sharp tailoring, denim and other easy wardrobing pieces for summer.
The season’s statement accessories include the new TK-360, an innovative sneaker in all-over technical mesh that has started out very strongly, and other signature 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 a continuation of the strong development of its women’s handbag business.
The SoHo store is the first in the U.S. to feature the brand’s latest retail concept. The design leverages 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 historical buildings.
The two-level boutique features a ground floor dedicated primarily to accessories. Upon entering the shop, one is greeted by women’s and men’s handbags, including the G Tote shopping 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 provides a pop of color to the neutral space.
Ready-to-wear is situated in a salon at the back of the space, and there’s a stairwell to the downstairs rtw salon and denim destination. A skylight doubles the ceiling height and amplifies the entire space with natural light. Punctuated throughout the space are sculptures conceived in collaboration with British artist Ewan McFarlane. Positioned like freestanding artwork in a gallery, the mannequins appear in surprising poses and positions, and showcase various looks.
The SoHo location plans to have a summer treat station outside the boutique for the next two weekends in July to engage with passersby, and Givenchy is planning a grand opening in September during fashion week. In addition to Madison Avenue and SoHo, Givenchy has freestanding stores in the U.S. in Aventura, Florida, Miami Design District, Las Vegas Wynn, and South Coast Plaza in Costa Mesa, California. The next store openings for the brand will be in Atlanta and Philadelphia.
