- Robyn Turk |
Contemporary women's footwear brand Naturalizer has shared plans for new stores and lines intended to "entice and delight shoppers." The brand is owned by the Caleres group, along with companies including Sam Edelman, Franco Sarto, Famous Footwear and LifeStride. It currently operates a number of direct-to-consumer stores throughout the U.S. and now announces two new flagships designed with services that go beyond traditional brick-and-mortar offerings.
The new locations, in New York City and Chicago, will incorporate the brand's heritage while engaging consumers with experiential services. These stores will allow consumers to discovery new finds with every visit.
The stores will feature comfortable try-on areas as well as "a pop-in shop experience," called the N Shop, to showcase an evolving assortment of curated accessories and beauty products from its women-run business partners.
The flagships also bring two new product lines
Coinciding with the two new stores, Naturalizer is debuting two new lines: one of premium footwear and one for branded handbags. The brand currently operates four lines: Naturalizer, Naturalizer Outlet, comfort range Natural Soul, and a fashion-forward line called Bzees.
The new premium range, 27 EDIT, will use higher quality materials and construction techniques, displaying an elevated design. This line will be sold exclusively at Naturalizer's flagships and with a few select retailers.
The line of branded handbags will also include small leather goods, designed to represent "ingenious elegant utility," as the brand's Senior Vice President of Design, Merchandise and Product, Natelle Baddeley, described in a statement. She also explains the line as "fashion meets function at its finest."
Jay Schmidt, Division President of Caleres Brand Portfolio, explained in the statement that the new product lines and flagships represent Naturalizer's nearly 100-year commitment to "designing shoes with style that truly fit how women live their lives.” He added, “Today, we continue that commitment to innovation and evolution with the opening of our flagship stores that bring our philosophy of ingenious utility to life in a distinct and ownable way.
The new NYC and Chicago flagships will be located near Herald Square and on 109 S. State Street, respectively.