The store marks the beginning of a U.S. growth phase for the Italian company.
Bernardini said the new flagship will feature a cosmetics area with an assortment set to rotate every few months, as well as a lounge equipped with a bar and a smart TV connected to the newly created Slowear TV that will offer a selection of brand-related videos. The cosmetics assortment will include Biocol Labs, The Grey, Form Nutrition, Grown Alchemist, Jaxon Lane and Haeckels.Since 2015, Slowear has had a store on Prince Street in SoHo, which will remain open.
And outside the U.S., Slowear also has more than one location in both London, where there are three stores, and Paris, where there are two. “It’s not a problem,” Bernardini said. The new store on Lafayette is one of 20 the brand is planning to open over the next four to five years, which would double its retail footprint. Slowear currently operates 20 stores around the world.
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