Banana Republic is trying something different with its new store in Soho. The 18,000-square-foot store will be segmented into a boulevard of boutiques, simulating a series of styled walk-in closets to showcase the latest collections. The prototype was unveiled yesterday, and if all goes well, stores nationwide will follow suit.
Formerly split between two storefronts for women and men, respectively, Banana Republic doubled the size of its women's shop, moved men's in to share the space and the old men's space down the block will become a Gap. The two-story space was refurbished to honor the building's original 19th-century architecture, mingled with new touches and artwork from local artists hanging throughout. The intimate boutique layout pays homage to the (intended) character of the surrounding neighborhood.
The New York store joins smaller prototypes in Las Vegas and Scottsdale, AZ, and based on the success of the first three, should influence the expansion and renovation of units across the country. In addition to the new format, the Soho store will feature innovations like in-house styling and tailoring services, as well as fitting room checkout. Along with the opening, Banana Republic kicked off the service program One+All, along with ServiceNation, which matches customers with community service opportunities.