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Inside Wolf & Badger New York

Lauretta Roberts
28 March 2017

Wolf & Badger, the London-based online marketplace and retailer for independent brands, has opened the doors of its first store in the US, in New York's Soho district.

Situated on Grand Street, the 2,500 sq ft multi-level store counts brands such as Alexander Wang, Acne, Dior and Saint Laurent as near neighbours. Its aim is to introduce New York consumers to a highly curated selection of independent brands from around the world, which will be available for purchase in-store and online on a three-month rotating basis.

The main and lower levels of the store house men’s and women’s fashion & accessories, footwear, jewellery and homewares, including some limited edition pieces made exclusively for the Wolf & Badger US flagship. The store's entry will exhibit groundbreaking concepts in technology & design while the upper floor will be a dedicated space in which key designer jewelry collections are on display.

A "meet the maker" event area will also be available for designers to host personal events and private appointments, allowing them to engage with potential clients directly and organically. In addition the store will offer Wolf & Badger’s pioneering "serviced retail" concept to launch, promote and support these new and emerging brands in the US.

Under this model, participating designers will have access to key business services – such as, creative and merchandising consultancy, retail advice, press and marketing support – to help ensure their short- and long-term success.

Wolf & Badger co-founder and creative director Henry Graham said opening in New York had been a dream and was confident the "discerning New York customer" would respond well to the concept. "We can both support and nurture the most talented designers of tomorrow and also enable customers to make more exciting, individual purchases rather than being stuck always with the same obvious and boring choices," he said.

The business was founded by Henry and George Graham in 2009 and has an online store as well as two retail stores in London, on Dover Street in Mayfair and on Ledbury Road in Notting Hill.

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