by Stephen Garner

Vince is ramping up its retail footprint.

The fashion brand has opened its first London retail store location, along with the opening of a new Fifth Avenue flagship in midtown Manhattan. The London store, located in South Kensington, marks the brand’s first permanent European store location.

Located at 169 Draycott Avenue, the London store boasts approximately 1,400 square feet across two floors and offers a curated assortment of men’s and women’s apparel, footwear, handbags, and home from the fall 2019 collections. The store design reflects Vince’s understated, coastal California-inspired aesthetic and features a neutral color palette, custom fixtures, and seventies-inspired furnishings. The space offers guests a luxurious, yet inviting shopping experience, encouraging visitors to linger.

Inside Vince’s New London Store

“We are thrilled to advance our global retail strategy with the opening of our first UK/European Vince store in the South Kensington neighborhood of London,” said Craig Samuelson, senior vice president of international at Vince. “We have a strong following in the UK and believe this store will help to solidify our presence in the market and provide us with the opportunity to further connect with the local Vince community.”

The new Manhattan flagship, located at 609 Fifth Avenue at 49th street, offers all categories – men’s and women’s apparel and footwear, handbags and home – across approximately 2,800 square feet. The space will feature custom-designed fixtures, including shelving alcoves, curved ceilings and moldings, and seventies-inspired décor. A pair of undulating vintage leather sofas anchor the space, while travertine, oak, sisal, and other natural elements add a sense of warmth.

Both stores will offer monthly programming to engage with the Vince community including, wellness sessions, creative workshops, and in-store panels or demonstrations which will be tailored to the location and offer customers the opportunity to make a personal connection with the brand.

Inside Vince’s New Fifth Avenue Store

“Fifth Avenue presents an incredible opportunity to expose Vince to both local and international markets and really capitalize on our global appeal,” said Brendan Hoffman, chief executive officer at Vince. “This location will offer immense value in terms of brand marketing, allowing us to message our California-inspired design aesthetic at a high level.”

The Draycott store location, which opened on Wednesday, September 18th, complements other London-area points of sale including Selfridges, Harrods and Harvey Nichols.

Fifth Avenue, which opened Friday, September 20th, joins the newly expanded Prince Street location, as well as Vince stores on Madison Avenue, Columbus Avenue, Mercer Street, Washington Street and at Brookfield Place.

Inside Vince’s New Fifth Avenue Store