Vivaia has launched its first permanent retail store in New York’s SoHo, aiming to expand its footprint in the U.S. market following successful pop-up shops.
Vivaia has officially opened its first permanent retail store in the United States, strategically located in New York’s trendy SoHo neighborhood. This launch follows a series of successful pop-up shops that the brand operated in major cities such as New York, Paris, and Los Angeles.
Howard Herman, the general manager of Vivaia, emphasized the brand’s connection to New York, stating, “New York was a very easy, obvious choice for us. It’s our number two city globally, London being the first.” The decision to establish a physical store aligns with the continuing trend of digital brands responding to shifting consumer preferences, especially as shoppers express a desire to return to in-person retail experiences.
Founded in 2020 by footwear industry veteran Marina Chen, Vivaia has experienced significant growth, particularly within the Asian market and now aims to establish its footprint in the U.S. marketplace. “We were approached by a franchisee who’s helped us open stores in different markets in Asia,” Herman explained, detailing how successful pop-up experiences abroad have encouraged the brand to invest directly in the American market. He noted that the U.S. serves as Vivaia’s largest global market, prompting the brand to build its “staff and the skills and the capability” necessary for sustained retail operations without a third-party partner.
The new store, located at 68 Prince Street, occupies a 900-square-foot space that showcases a selection of Vivaia’s best-selling footwear styles, including boots, sneakers, heels, and ballet flats. One highlight from their collection is the Cristina Lace-Up Derby Flats, which recently garnered attention when worn by model Bella Hadid.
Herman addressed the brand’s growth strategy, mentioning a double-digit sales increase projected from 2023 to 2024, with total sales nearing $200 million in the previous year. He attributes this success to the expansion of product categories, particularly with boots, and indicated that sandals could be a new focus for the growing product line.
In his remarks about maintaining balanced growth, Herman said, “In the life of companies, it’s also about making sure that you’re not only meeting your consumer demand, but you’re not overdoing it. We’ve been fairly conscious about managing the growth and making investments to deal with the expansion.”
Moreover, Vivaia’s expansion strategy includes growth in wholesale distribution. The brand has already secured retail placements at notable department stores such as Dillard’s, Von Maur, and an online presence at Nordstrom, with plans to further enhance this distribution strategy moving forward.
Source: Noah Wire Services
