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Tory Burch opens Mercer Street flagship

By Kristopher Fraser

Aug 27, 2021


Image: Tory Burch Facebook page

Tory Burch has opened a new 6000-square-foot flagship at 151 Mercer Street in New York’s SoHo neighborhood. The news was reported by WWD. The store’s design is based on folk art, basketry, and pottery, and was inspired by Burch’s own home. The store is near Tory Burch’s former NoLiTa store on Elizabeth Street, which opened in 2004 when she first launched her brand.

The store is in a prime shopping district near several major subway stations and is also surrounded by famed luxury brands like Prada and Balenciaga. The store offers ready-to-wear, footwear, handbags, and home goods. The boutique was created in collaboration with Curiosity architect Gwenael Nicolas.

While Burch has been putting a bigger focus on e-commerce, which makes up 2/3’s of her business, she has said that after lockdowns she has seen a return to in-store shopping. Burch currently has two other stores in New York, one at Hudson Yards and another at Brookfield Place. In total, the company has 322 freestanding stores worldwide.

The tri-level store has one floor for handbags, one for shoes and home goods, and one floor for ready-to-wear. Throughout the boutique, customers can see works from female artists and local artisans. In honor of the store opening Burch has created the 151 Mercer handbag in two shapes, a classic crescent and a deconstructed shoulder bag. She’s also released a limited-edition Lee Radziwill Double bag.

Burch has acknowledged that her business has rebounded well after the worst of the lockdown. Burch has also declined any rumors that the company would go public after years of speculation.