Footwear brand Vivaia has opened the doors to its first brick-and-mortar store in New York City.
The direct-to-consumer brand is expanding its retail footprint with the new flagship store located in SoHo at 68 Prince Street, New York.
The 900 sq ft store features an exposed brick design, greenery, and natural light to reflect the city’s surroundings.
Although this marks Vivaia’s retail debut, the brand has already established partnerships with department stores such as Nordstrom, Dillard’s, and Von Maur.
The brand has also hosted pop-ups in New York City, Los Angeles, Paris, and other cities.
Marina Chen, co-founder of Vivaia, said in an email to Retail Dive: “Opening our first permanent U.S. store in SoHo is a strategic move to meet our customers’ desire for in-person shopping experiences.
“Despite challenges in the retail sector, the high demand for Vivaia’s comfortable, stylish, and eco-friendly footwear, demonstrated by our successful pop-ups in New York and Los Angeles, makes this the right time to establish a permanent presence.”
In addition to the flagship location, the company is eyeing expansions in other countries in Europe, Asia, and across the US.
Founded in 2020, the eco-friendly footwear brand operates in over 60 countries globally, with its main marketplace based in the US.
Other footwear retailers have recently expanded their presence in the US, including Birkenstock opening its 10th location in Nashville, Tennessee.
Meanwhile, other footwear companies, such as Allbirds, are downsizing their brick-and-mortar footprint due to rising economic pressure.
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