Stutterheim opens NYC store

Stutterheim has the weather to thank for their success. Six years ago, the brand launched with a black-and-white raincoat, and since then, they have worked on expanding their unisex line with the help of department stores like Barneys New York and retailers like Dover Street Market, Isetan, and Le Bon Marche. Now, the Stockholm based company will be opening their first U.S. store in America's fashion capital, New York City.

The store will open on Mulberry Street in May and introduce Stutterheim's first line designed entirely for women. With the expansion into women's and the U.S. market, the company is expected to double their U.S. sales this year to 2 million dollars.

“The U.S. is most definitely growing,” said Johan Loman, Stutterheim’s cofounder and marketing director, to WWD. “It’s growing on the e-commerce side for sure, and the wholesale side as well. The U.S. is definitely up there. We see huge potential. It’s not yet our biggest market. We definitely intend it to be.”

Stutterheim opening store on Mulberry Street in New York City

Women have made up 40 to 60 percent of the company's customer base since its inception. When Stutterheim launched their first raincoat, the Stockholm, female customers were huge fans despite the narrow fit, buying the coats in sizes as small as XXS. Last year, they adapted the Stockholm to be a more A-line silhouette called the Moseback.

Price points for the collection range from 295 dollars for the signature raincoat to 995 dollars for a bonded cotton parka. The push for bonded cotton is to diversify Stutterheim's offerings to be more fitting for spring/summer. Plans to add lighter cotton are expected for next spring.

The new downtown store measures a modest 275 square feet. The decor includes concrete, lightwood, and steel all done with an aesthetic of Scandinavian simplicity. Tn total Stutterheim is stocked in 700 retailers worldwide.