by Stephen Garner

Nautica SohoGlobal lifestyle brand Nautica will be opening its first full-price boutique flagship store in New York City’s SoHo neighborhood. Located at 101 Prince Street, the store is slated to open this Friday, May 6.

The new 2,000-square-foot store will offer items from the brand’s men’s and women’s spring/summer ’16 collection along with a selection of curated products from accessories brand Caputo & Co. as well as Sea Bags.

The store opening embodies the brand’s refreshed marketing and design strategy that was announced in February 2016. The new positioning: Reimagine Nautica – Inspired by the Sea, Designed in the City, celebrates the brand’s home in New York City and its established nautical heritage. Nautical references can be found throughout the space, with signature design features such as wooden beams made of natural oak wood to capture the essence of a boat and the architecture of the city.

A modern in-store design element, “The Style Bar,” offers a selection of the season’s key pieces in a curated presentation where consumers can explore new styles. Digital tablets will be available and equipped with editorial look books so consumers can browse head-to-toe styled looks for inspiration. A focus on enhanced consumer services will also be implemented, including custom tailoring and same-day home delivery in Manhattan for all online and in-store purchases. Additionally, Nautica plans to partner with local SoHo businesses in various capacities to show support for the community and its neighbors and brands.

“We are thrilled to open the doors to the Nautica flagship store in one of the world’s top shopping destinations,” said Karen Murray, president of Nautica. “It is exciting for our brand and consumers to have a retail location in the city that we have called home for over 30 years.”