Dries Van Noten will open four new flagship stores in major cities, including New York and London, marking a significant growth phase for the brand under new creative director Julian Klausner.
Dries Van Noten, renowned for his distinctive fashion aesthetic, is set to expand his brand’s retail footprint significantly this year with the opening of four new flagship stores. The expansions include locations in major fashion capitals: New York City and London, along with beauty and accessories stores in Milan and Brussels. Additionally, he will be adding his fashion lines to the Hankyu department store in Osaka, Japan, and reopening his flagship store in Tokyo’s Aoyama district after a complete refurbishment.
These store openings are scheduled for March and April, with the Milan location anticipated to launch in the third quarter of 2025. This move marks a notable shift for Van Noten, who has historically been conservative in expanding the brand’s physical presence. Currently, the brand operates eight retail locations along with over 400 wholesale accounts globally, totaling more than 500 doors worldwide.
This retail expansion coincides with the upcoming runway debut of Julian Klausner, who steps into the role of creative director on March 5, following the retirement of the founding designer. Despite this transition, Van Noten continues to have a hands-on role in overseeing the design aspects of the brand’s stores.
“Our goal is to create memorable experiences that connect our community with the spirit of Dries Van Noten,” Axel Keller, president of Dries Van Noten, remarked in an exclusive interview. He highlighted that these expansions reflect the company’s confidence in its brand and strategic direction. Keller also emphasized the importance of ensuring that each new store resonates with the brand’s values and embraces the unique character of its location.
With these new stores, the brand expects a nearly 50 percent increase in its boutique locations. The New York store will be situated at 168 Mercer Street, London’s at 21 Hanover Square, Brussels’ at 89 Rue Antoine Dansaert, Tokyo’s at 5-5-4 Minami Aoyama, and Milan’s at 11 Via Brera. Each location is designed to reflect the local architecture and cultural identity, creating spaces that feel authentic to the brand and deeply connected to their surroundings.
The brand has previously made strides in enhancing its retail strategy, launching new retail concepts and introducing beauty products like fragrances and lipsticks following a majority stake sale to the Spanish fashion and beauty group Puig in 2018. In 2023, they debuted a new concept in Paris, showcasing a blend of beauty products and accessories within an inviting atmosphere. Van Noten articulated his design philosophy, describing it as creating cohesive spaces that invite curiosity and engagement from visitors.
Klausner expressed pride in the new stores, stating, “These new stores represent the heritage of the brand and Dries Van Noten’s strong DNA.” He noted the importance of honoring the brand’s past while looking toward future innovations under his direction.
As the brand prepares to unveil these new retail spaces and Klausner’s initial collection, the leadership team is optimistic about future growth opportunities in the evolving fashion landscape. Keller and José Manuel Albesa, president of beauty and fashion at Puig, both conveyed confidence in the brand’s position and its ability to leverage its rich heritage while embracing contemporary trends and consumer demands. The expected growth from these initiatives aligns with Puig’s reported success in its fragrance and fashion segments, which saw significant revenue growth over the past year.
This expansion marks a critical period of transformation for Dries Van Noten, blending its traditional roots with contemporary retail strategies aimed at enhancing customer engagement and brand visibility on a global scale.
Source: Noah Wire Services
