Amsterdam-based fashion brand Róhe chooses New York for first permanent store

Amsterdam-based fashion brand Róhe opened its first permanent store in New York this month. The flagship store at 77 Mercer Street in SoHo is 221.7 square metres and is intended to give the brand a physical home in the US, a spokesperson told FashionUnited.

The opening is an important step for Róhe, which was founded in 2021 by Marieke Meulendijks and Maickel Weyers. According to the brand, New York has become a key market in recent years. The store aims to deepen the relationship with American customers and provide a space to present the full collection.

In the Netherlands, Róhe is available at various retailers. The brand is sold at stores including Velour in Amsterdam, Marjon Snieders in Roermond, ByLotte in Eindhoven and Pauw.

“The opening of our first store in New York feels incredibly special, bringing the world of Róhe to life physically and internationally,” said founder and creative director Marieke Meulendijks. “This city has always stood for curiosity, creativity and endless possibilities.”

Róhe plans to further expand its retail network in the coming years. London and Asia are cited as the next target markets. The brand aims to create a physical environment in each city where fashion, art, design and architecture converge, adapted to the local context.

Store concept brings fashion, art and design together

There is no traditional cash desk. Instead, various seating areas are arranged throughout the store, where visitors are offered Japanese tea in porcelain tableware. The interior also features design pieces by Gerrit Rietveld, Carlo Bartoli, Gervasoni and Dutch designer Paul Coenen, among others. Dutch and European artworks are also on display.

The store is designed as an extension of the world of Róhe, where fashion, art, design and architecture come together. Róhe's in-house team designed the space, with local support from architecture firm HS2. The concept is inspired by Huis de Vicq, the brand's Amsterdam headquarters on the Herengracht canal. Custom-made wooden wall panels, natural materials and Dutch design elements have been incorporated into the store.