The challenges of securing the best retail space in New York City can be seen very clearly from British brand Manière De Voir opening there this week.
It has just opened the doors of its first US flagship Store at 521 Broadway, SoHo, which it says “isn’t just a retail space” but is a “story of persistence, grit, and bold vision”.
The 12-year-old contemporary brand, which was founded by its CEO, former professional footballer Reece Wabara, had been looking for an NYC space for some time and said it faced “four failed deals. Dozens of rejections. One breakthrough”.
“The US is a different beast,” said Wabara. “Four different locations fell through before this one. We had to fight for this building —literally outmanoeuvring billion-dollar brands, enduring last-minute lease changes, and walking away from deals when landlords crossed the line.”
“From being told ‘take it or leave it’ on inflexible 10-year leases, to facing discriminatory remarks during negotiations”, the company said the road to 521 Broadway “was anything but smooth. But with unwavering commitment, the team found a glimmer of hope when a prime space became available — just as another major tenant hesitated on renewal”.
“We met the terms. We stayed patient. And when the landlord’s bluff was called — we got the deal done,” Wabara added.
With no hint of understatement, the brand, which also has a flagship on Oxford Street in London, said the result in NYC is “a masterpiece that merges architectural minimalism with Manière De Voir’s signature edge”.
The flagship showcases its “elevated” womenswear and menswear collections in a “clean, immersive environment designed as both a shopping destination and cultural experience”.
“This is one of the first projects I’ve built where I haven’t immediately thought about what I’d change,” Wabara said. “But give me a few weeks.”
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