MR has learned that Tommy Hilfiger has today closed his 22,000-square-foot global flagship at 681 Fifth Avenue. The PVH-owned brand will also close its store on Collins Avenue in Miami on April 28.
The company says that these closures are in line with its “strategic objective to further reach and engage with digitally-savvy North American consumers.”
We are focusing on the next generation of retail experiences and partnerships in order to stay ahead of today’s continuously changing shopping habits and preferences,” said Tommy Hilfiger CEO, Daniel Grieder, in a statement. “This means we are reshaping our retail landscape in North America. Leveraging our ‘Store-of-the-Future’ concepts rolled out in the global retail landscape, going forward, North America will be the lighthouse region to develop and test new modular, digitally-infused retail concepts. We continue to invest in tommy.com and the ongoing expansion of strong wholesale distribution partners that keep consumers at the heart of our brand.”
The brand opened the four-level Fifth Avenue flagship to much fanfare in 2009, calling it “pinnacle moment” for the brand. The Fifth Avenue flagship and the 9,000-square-foot Miami store were the only two full-price Hilfiger stores in North America. The company has over 200 outlets. The brand has over 1,500 full-price stores globally, which includes owned and operated, franchise and distributor, licensee and concession models.