by Stephen Garner

Luxury and streetwear multi-brand retailer and brand Concepts has opened a new store in New York City. Located at 99 University Place in the heart of Manhattan’s Union Square neighborhood, the new 2,500 square-foot space is the fifth location for the retailer, adding to its presence in Boston, Shanghai, and Dubai.

Five years after opening its first New York City space in the Tribeca neighborhood, Concepts’ new store supports the retailer’s growth in community presence and is a reflection of the expanding business. This store follows the recent opening of the new Concepts Boston flagship location in October 2020.

“We needed a new location in New York City to support our growth and future plans,” said Tarek Hassan, founder and CEO of Concepts. “We’ve always loved the energy around the Union Square neighborhood – it reminds us a lot of our first Harvard Square location, so when 99 University Place became available, it felt like home for Concepts.”

Since its founding in 1996, Concepts has become recognized as a leader in the streetwear industry as one of the first brands to merge sneakers, skate, and fashion in an impactful way. The new outpost in New York City is a testament to Concepts’ continued commitment to brick-and-mortar as the most personal and impactful touchpoint to their community and consumers.

“Concepts started as a brick and mortar only retailer,” added Hassan. “We are committed to the experience and storytelling that can happen through the shopping experience, and we’re always looking for ways to improve those experiential moments for our consumers.”

Designed in partnership with multidisciplinary global creative agency Sid Lee, the space was devised with a pavilion in the center, creating a key focal point that produces an element of discovery. This component creates a central focus in the store, accessible from both the entrance on University Place and 12th Street, and will serve as a dedicated space for Concepts private label, new releases, and collaborations.

Concepts’ opening weekend included high heat releases from brands such as Nike, Ambush, Stussy, Jordan, and Yeezy. The New York City store will also include products from longtime partners such as Canada Goose, Vans, Adidas, and Converse, and will allow Concepts to highlight its private label in a new way. With expanding retail space, Concepts is bringing new brands to the forefront, introducing Infinite Archives, Noreen Seabrook, and DJ4Animals Vintage American in its new store. The new retail space will also allow for Concepts to host special retail activations. Opening weekend will spotlight exclusive items by All My Hats Are Dead and in-store nail customization by Chrmd by Sarah.

“We’ve had many partners throughout the years, and feel lucky to be able to bring so many brands with us through our journey,” said Hassan. “The larger New York City Concepts store allows us more space to bring these special products to consumers, and another way in which we can present our collaborations.”

With a larger space to support the brand, Concepts plans to expand its reach within the New York community, leveraging the new store and social and digital platforms to engage consumers in events and activations.