According to WWD, Diane von Furstenberg snatched up a deal in Soho for her second NYC outpost -- the flagship is in Meatpacking -- and opening in July as a concept-driven "lab" for the brand's contemporary and vintage key pieces.
The DVF company sets out to add 20 new stores to its current profile of 28 stores worldwide in the next five years, and the Soho spot leads the charge domestically with an additional eight store openings set for the U.S. The expansion allows the designer to explore creative new avenues of retail concepts and merchandising strategies, beginning with the idea for the 2,000-square-foot Wooster Street outpost to showcase the shining stars in the new collections and vintage archives and experiment (hence, the lab) with ideas to filter out to other stores.
Currently, the U.S. comprises only a small part of her boutique business with strong distribution in department stores and specialty stores prevailing. However, Boston will also open a store in July and the unstoppable von Furstenberg has her sights set on San Francisco, Chicago and Dallas as potential sites. The next immediate push will be in areas of the Middle East and, eventually, China.