Fashion brand Victoria Beckham has opened its first permanent US location in New York City.
The shop opened its doors on 3 September, located in New York’s SoHo area on 150 Mercer Street.
This builds on the brand growing its presence in the US, with a Miami pop-up that opened in May and runs until October.
The new shop features ready-to-wear beauty and fragrance products and Victoria Beckham’s current fall/winter 2026 collection.
Additionally, the fashion retailer has stocked accessories, footwear and eyewear collections such as the Sloane Frame handbag and Harlow mules.
This move comes after the business reported a financial recovery with its first profit after 18 years.
The brand posted an annual operating profit of approximately $9.9m for the full year to 31 December 2025.
Founder Victoria Beckham said: “New York is where I started my brand, showing my collections there for the first time in 2008, and it’s also where I launched my beauty business.
“Today, my teams are based in London and New York, so to now have retail spaces in both cities feels incredibly special and exciting.
“They are two places that have truly become home to my brands.”
This retail expansion comes after Victoria’s Secret recently posted strong second quarter results which were driven by a strong execution of its marketing strategy and culturally relevant storytelling.
This reflects a steadily rising demand for the UK-founded company in the US as the founder invests more in the brand’s presence nationwide.
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