Happy Socks to operate in U.S market with new flagship

Just in time for the holiday season, Swedish brand Happy Socks just opened its East Coast flagship. The accessories and apparel label just launched its own solo store in New York.

With the newest retail addition, it seems that happy Socks is moving towards a focus on more brick-and-mortars in the U.S. The brand first opened a store in SoHo four years ago under the United Legwear deal, according to WWD. With the new 518-square-foot store, the flagship will retail Happy Socks merchandise along with Hysteria, the company's womenswear line. Previously, Hysteria has held pop-ups in the same space on Broadway. The new endeavor marks a permanent move for Hysteria and Happy Socks where customers can shop in-store.

The store has a playful image that is true to the brand's overall aesthetic. As Happy Socks' Fall/Winter 2017 collection has vibrant and whimsical patterns, the store will feature unique and inspirational decor, according to Mr-mag.com. For Happy Socks' next move, the brand will also start to operate in the U.S. market directly starting January 2018.