Banana Republic opens New Flagship on Fifth Avenue

Banana Republic opened its newest flagship on Fifth Avenue in New York on March 27.

In an order to revamp the brand’s image, the opening of the new store was led by creative director Marissa Webb. The two-story new store is 27,892 square feet, located at 105 Fifth Avenue. The store was in development for two years before it came to fruition. The flagship brings together menswear and womenswear by replacing its old separate men's and women's stores. With Webb’s new vision for the brand, the new store works largely with props and displays that give the brand a casually chic look. Before Banana Republic took over, the space was used for a Barnes & Noble store.

The retailer, which originated in California, has been linked to Gap Inc. for the past couple of years battling fierce competition from other labels and brands. “Gap Inc. is a huge corporation but we are still people,” said Webb to WWD. Although the plans for the flagship came before Webb joined the company ten months ago, she still represents the face of Banana Republic.

This season, Banana Republic is veering away its monochromatic vibe and using assortments of new colors and casual clothes instead of serious career wear. The new space is being used as a unique store with its own personality and style in order to fit the overall vision of the Banana Republic brand.