Wolf & Badger Unveiled Its First US Boutique In New York SoHo Neighborhood

British multiband retailer Wolf & Badger has established a US presence by opening a 2,500 square foot flagship store in New York City. It is situated at 95 Grand Street in Manhattan’s SoHo neighborhood. This marks the retailer’s third location with existing stores in London’s Dover Street and Notting Hill. The multi-level space is nestled steps away from designer boutiques including Dior, Alexander Wang, and Saint Laurent. It houses a highly curated selection of emerging brands for men and women’s clothing, jewelry, accessories and home.   Labels include Ellsworth & Ivey, Rumour London, and Nicole Coste in apparel and accessories from KathKath Studio and Chloe Stayon.

The main floor houses women’s apparel and accessories while the lowel level features men’s apparel, and home. The top level is dedicated to key designer jewelry collections as well as a “meet the maker” event space where designers will host personal events and private appointments.

Established in 2010, by brothers George and Henry Graham, Wolf & Badger’s mission is to create an environment in which brands are able to gain exposure while introducing consumers to something new and unique. “Shoppers are bored of seeing the same designer brands on every street and in every mall around the world, as well as on every e-commerce site they visit,” noted George Graham, co-founder and CEO of Wolf & Badger. “Instead of bringing them more of the same, we are proud to introduce customers to the most unique, individual and exciting independent brands out there. Brands that they would not have previously seen but that will soon become their firm favorites. It is a really refreshing proposition and is something that has allowed us to build a very loyal customer base.”

Emerging brands are available in-store and online on a three-month rotating basis. Wolf & Badger does not buy at wholesale, but receives a commission of anything it sells either online or at the store. The multiband retailer provides a format for emerging designers that cannot afford to sell their line in a regular brick and mortar. Brands pay a monthly membership fee that also aids in marketing for the brand. The store creates an atmosphere of discovery as customers are introduced to niche brands they may not have been aware of until now.

Photo: Courtesy of BFANYC