British footwear brand Dr. Martens has reopened its store in New York City’s Herald Square, which it has described as its first “Brand Centre” location.
The format, which debuted in Paris in October, is designed to showcase high-impact seasonal “brand stories” and a product selection that is centred around its core and best-selling footwear, including boots, shoes and sandals.
The new format features a modular fixture system, a tactile and rich material palette and a consistent service model across design, hardware and staffing, the company said, allowing it to adapt to each market while keeping a unified identity globally.
At the redesigned location, customers can find leather care and customisation services, led by in-store experts. Customers can bring in their shoes to be repaired, cared for and customised. The expansion of the Brand Centre concept will continue on the West Coast, as Dr. Martens will reopen its Century City store in Los Angeles this fall under the same format.
“Herald Square is where New York meets the world, so it’s the right place to bring our new visual identity to life,” said Paul Zadoff, President of the Americas at Dr. Martens. “Every part of the store, from the materials and the layout to the craft bar, is designed to turn shopping into an experience. Explore our icons, discover what’s new and bring in the boots you’ve worn for years to be cared for, repaired and made your own. We want people to feel the craft and creativity of Dr. Martens the moment they walk in and to have a reason to keep coming back.”
