BCBGMaxAzria opens second store in Manhattan

BCBGMaxAzria is on its way to making a comeback. The brand has opened a second New York store at 77 Mercer Street features the brand's new store layout and updated modern design.

The new space clocks in at a grand total of 5200 square feet, and houses the brand's full-range of products including handbags, dresses, shoes, sportswear, jewelry, and their new denim line. In a statement to WWD, Diane Bekhor, senior vice president of BCBG Group, said, “We are thrilled to open the new BCBGMaxAzria store in the heart of such an iconic New York neighborhood.” She added that the new SoHo store “represents our new store concept that is bold, contemporary and clean.”

This is the first new store BCBGMaxAzria has opened since they were acquired by Marquee Brands in 2017. Global Brands Group is overseeing the new location.

In a statement to WWD, Cory Baker, chief operating officer, said, “Expanding our BCBGMaxAzria retail presence in New York City is a testament to the fashion-focused customer demand for this timeless brand and an exciting addition to our portfolio.”

This brings the total count of BCBGMaxAzria's stores to 43 freestanding stores and 310 partnership shops.

In 2017, BCBG shuttered 120 stores as they worked to turn around from economic turmoil. The company was a victim of a struggling retail market and declining mall traffic. Under Marquee Brands the company is looking to invest more in their e-commerce footprint and focus on places where they still have a strong brick-and-mortar presence.

photos: via BCBG Max Azria Facebook