by Stephen Garner

Happy Socks has opened its fifth store in New York City, the sock and underwear brand’s eighth store in the U.S.

Located at 863 Broadway in the Union Square neighborhood, the brand’s latest Manhattan store is a continuation of Happy Socks’ U.S. expansion.

The 753.5 square foot store is the second largest Happy Socks store and is created in the brand’s signature playful image, and will be filled with all Happy Socks categories.

New York is the brand’s largest and most important retail store cluster globally. The combination of international visitors and local spenders makes it both a profit driver and an important window to the world for the brand. Additional stores are planned for New York and the U.S. for the next three years.

“This small strip on Broadway, just next to Union Square, is a shopping destination and an important spot for our brand to be on,” said Aleksandar Milenkovic, head of retail at Happy Socks. “It’s very rare to find vacancies here and when we got the opportunity, we jumped on it. We will use the space to create an inspiring store with parts of our new concept showcasing the full range. We have very high expectations for this store, the fifth in NYC, and we hope it will be a great showcase for the brand.”