SAKS OPENS ITS BARNEYS SHOP
Saks Fifth Avenue has unveiled what it’s much-anticipated Barneys shop will look like after it was announced in 2019 that the retailer would serve as the exclusive Barneys New York retail store and e-commerce destination in the U.S. and Canada through its agreement with Authentic Brands Group. Authentic Brands Group acquired Barneys New York for $271.4 million in October 2019.
The new Barneys at Saks experience, as the retailer is calling it, is now open on the fifth floor of Saks’ New York flagship store. The expansive 54,000-square-foot department features a roster of emerging and established designers, 16 of which are new to Saks, as well as rotating pop-up shopping experiences. The Barneys at Saks experience also features the newest location of Honeybrains, an eatery dedicated to brain health.
“We are excited to bring Barneys at Saks to life in a way that is relevant for today’s luxury consumer with a strong focus on discovery and the unexpected,” said Tracy Margolies, chief merchant at Saks Fifth Avenue. “As an extension of Saks’ current luxury offering, Barneys at Saks will offer unparalleled fashion from a wide range of emerging brands alongside labels that Saks customers already know and love. We look forward to welcoming our customers to this inspiring destination, where we will continue to cultivate up-and-coming designers and offer unique ways to experience fashion at Saks.”
“We are excited to activate the next phase of our Barneys New York strategy in the form of a new shopping experience at Saks,” added Jarrod Weber, group president of lifestyle and chief brand officer at Authentic Brands Group, owner of Barneys New York. “Barneys is an iconic, luxury brand. The launch of Barneys at Saks is a seminal moment to reignite the brand for the future within the current luxury retail environment.”
The Barneys at Saks experience will regularly evolve, bringing new and engaging products to life through compelling activations. To celebrate the launch, Saks partnered with a variety of emerging designers to create customized mini shops that speak to each brand’s identity. Featured brands include Anna Mason, BruceGlen, Fear of God, Loulou Studio, Ree Projects, and Reese Cooper. The pop-up marks the first time men’s and women’s merchandise will live together on one floor in the New York flagship.
Select designers are also featured in Saks’ iconic Fifth Avenue windows in a special installation dedicated to the debut of Barneys at Saks, on display now through Monday, February 8th.
With the opening of the floor, Saks took the opportunity to introduce a fun and unexpected dining experience to the store – Honeybrains. All items served at Honeybrains are made from scratch and each recipe is vetted by a team that includes a neurologist and dietician. The Honeybrains outpost at Barneys at Saks offers tasty grab-and-go food and snacks, a Brainbar featuring raw honey-infused coffees and teas, fresh-pressed juices and shots, and nutrient-based dietary supplements. Honeybrains is open during store hours (Monday – Saturday 11 a.m. – 7 p.m., Sunday 12 – 6 p.m.) and is currently offering to-go options only.
The Barneys at Saks experience is also available online on Saks’ newly revamped website, providing customers with a curated selection of emerging and new-to-Saks brands, as well as established designers that represent the Barney at Saks spirit of discovery.
Now through the month of March, Saks will highlight Barneys at Saks on its digital channels through email and homepage coverage and a social media campaign featuring floor tours, influencer takeovers, and emerging designer spotlights.
And, on Monday, January 25th, Saks will unveil the first standalone Barneys at Saks store in Greenwich, Connecticut. Formerly known as Saks Fifth Avenue The Collective, the 14,000-square-foot location will feature men’s shoes and accessories on the first floor and women’s contemporary fashion on the second floor, marking the first time Saks has offered men’s merchandise in the Greenwich market. As Saks’ men’s business continues to grow, the space will provide an experimental location for Saks to serve men’s customers for the first time ever in Greenwich. Barneys at Saks Greenwich will be located at 200 Greenwich Avenue with hours of operation, Monday – Sunday from 12 – 6 p.m.