Varley Unveils U.S. Flagship Store in SoHo

Varley, the contemporary fashion brand for the modern woman, celebrated the grand opening of its first U.S. flagship store at 402 West Broadway in SoHo, New York, with an exclusive launch event on Thursday, 10 October 2024.

Exclusive Launch Event Highlights

The evening featured a live DJ set by Amrit Tietz and custom in-store embroidery by female-founded Abbode Embroidery, adding a personalised touch. Notable guests included Charlotte Groeneveld, Arielle Charnas, Julie Sariñana, Mary Leest, and Jennifer Fisher, jewellery designer and owner of the neighbouring store.

The event was not just a celebration of the new store, but a reflection of Varley’s commitment to both style and community, offering a new destination for shoppers in one of New York’s premier retail districts.

Store Design and Shopping Experience

The store’s concept, developed in collaboration with HÁM Interiors, reflects Varley’s dedication to creating warm, inviting spaces that instil confidence. Natural materials, curated artworks, and bespoke furniture seamlessly blend the design aesthetics of London and Los Angeles, while nodding to the vibrant spirit of New York. The 2,200 sq ft store is designed to enhance the shopping experience, with soft seating, large private fitting rooms, and an emphasis on personal service, including in-store styling.

About Varley

Founded in 2014 by husband-and-wife team Lara and Ben Mead, Varley is renowned for its elevated wardrobe staples, blending refined knitwear with outerwear, trousers, sweatshirts, and active essentials, designed to complement the evolving lives of women.

W: Varley
A: 402 West Broadway, New York, NY 10012
Store Hours: Monday–Saturday 11am–8pm, Sunday 12pm–7pm