“Come for the shoes, stay for the experience.” That’s Alexandre Birman’s mantra for his new Schutz flagship in the heart of New York’s SoHo neighborhood.
The location is grouped into distinct categories: The front features a lounge-like area — decked out with custom Brazilian furniture — that plays up the most glamorous styles first, including the Amelia sandal and an exclusive wedge. In the center, natural styles focusing on cork and raffia are on display. And in the back, core looks are showcased on a display wall that features the Maryana boot and Ariella sandal.
New and exclusive product will be rotated into the assortment, priced from $98 to $278, every four weeks — and Birman believes that freshness, combined with a focus on customer service, will help the brand stand out in a competitiveThe founder estimates that the foot traffic in SoHo is about 15 times higher than in the , where the current Schutz flagship is housed. “The Uptown girl was buying, but we were not reaching the younger Schutz [shopper],” Birman said.
With an expanded focus on the U.S., Birman plans to spend more time in New York — and in the store itself, where he will have a special space dedicated to design. in Brazil this week to kick off the new sales season. And he heads to Italy at the end of the month to visit factories there. The company acquired the Made in Italy Paris Texas brand in March and is now expanding its production base in Italy to make select Birman styles.
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