Antler to open NYC experiential store as it plans further physical spaces

Premium British luggage brand Antler is continuing its growth strategy with its first “residency” retail experience in New York City following the label’s US soft-launch last year.

Opening in July, the SoHo residency is intended to serve as a “world of travel” destination in a city that’s “an international hub”.

It will be the brand’s first such standalone retail space and will operate “as a pilot for future international iterations”.

The company said it’s “gained significant market traction” since last year’s US soft-launch and “with profitable back-to-back double-digit growth, has been ranked as one of the fastest-growing brands in the UK”.

It sees the US as “a huge opportunity for brand awareness and growth”. It plans to invest over $1 million in the NYC space, “its biggest single brand investment to-date”.

As mentioned, this is intended to be a “residency” rather than just a shop and the company added: “Born in Britain in 1914 and rich with heritage and legacy, Antler understands the importance of building a brand first, creating a space that prioritises interaction and education. And with what’s set to be ‘the biggest summer travel season’ since the pandemic, all the more reason for Antler to be holding on to its core values.” 

So the SoHo space’s transformation into the aforementioned  “world of travel” will come with the latest Antler collections, exclusive product launches, as well as limited-edition collaborations and curated lifestyle goods. It will also be using the space for events and activations to tap into its global community.

It said it hopes to “demonstrate the utility in storytelling over performance marketing for building customer loyalty. And this first US location will be a testament of what’s to come for future Antler homes; the brand is looking to expand its physical presence internationally to the United Kingdom, Europe, and Australia by 2025”.