Los Angeles -Planet Blue has finalized its plans for its New York flagship. After increasing its presences largely in its homestead, Los Angeles, the brand has decided to go for New York’s coveted SoHo area.

Last month, the retailer revealed that it would be opening an East Coast location. As New York accounts for the brand’s number two e-commerce market, the new flagship makes sense financially. In the past, Planet Blue hosted pop-ups before in the summer to test the waters which did swimmingly well. After seeing the results of those pop-ups, the brand has finally committed to a more permanent location. The new store will encompass 2,400 square feet and have two stories. The location, although in SoHo, is not part of the “touristy” part of town. “We’re kind of on the outside, more for locals and the people who live down there,” David Lindell, vice president of retail, told WWD.

The new store will open May 1 in the SoHo district and offer Planet Blue’s California-inspired apparel. The brand, which has approximately 11 operating stores, currently offers retail ranging from dresses, tops, cover-ups, swimsuits, bottoms, and accessories. According to WWD, the retailer plans to open approximately five to seven more stores this year, with a goal of reaching almost 40 by 2020.





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