Mephisto is opening a concept store in SoHo on October 31, giving shoppers a treat just in time for National Trick or Treat Day. The newcomer is a first in terms of format for the French premium comfort brand, offering a curated selection of product tailored to American shoppers.
“I want the brand to feel inventive and to make this a destination to see and visit,” explains Logan Bird, president and CEO of Mephisto USA. He says the SoHo store will stock about 130 SKUs compared to 300–400 offered in the brand’s 10 existing U.S. stores. Also key to the new concept, the SoHo location will offer exclusive product and showcase special collaborations.
Setting up shop in SoHo—one of downtown Manhattan’s most iconic arts, cultural, and retail meccas—was a no-brainer because it allowed Mephisto to meet fans were they already were. And the storefront, at the intersection of West Broadway and Spring Street, is about as central as it gets.
Bird envisions the concept store as a space to drive shopper interaction and boost engagement with the brand. Ideally the store manager will think beyond retail operations, serving as a content creator and a community manager. “I want someone in that store ev...