THE WEBSTER WILL LAND AT 29 GREENE STREET LATER THIS YEAR
When the The Webster opened on Miami’s Collins Avenue in 2009, it fast became the city’s most popular multi-brand fashion destination. Founder Laure Heriard Dubreuil has since rolled out similar concept stores in Bal Harbour, South Beach, Houston, and Costa Mesa—and today it’s been confirmed that she’s slated to open a sixth in NYC later this year. Taking over the entirety of 29 Greene Street in Soho, The Webster NY will be the retailer’s second largest store to date and will house men’s, women’s, and kid’s clothing in addition to a dedicated shoe salon, home furnishings wing, and a full-service salon overseen by hairstylist David Mallett.
Speaking to WWD, Laure said that she’s excited to offer New Yorkers an “exclusive one-stop shop” for all their retail (and some beauty) needs. The Soho store will be set over six floors. Its penthouse will be reserved for VIP private shopping and exclusive events. In the same interview with the media outlet, Laura cited Manhattan’s “overwhelming” retail scene as a motivating factor behind choosing the huge 12,000-square-foot locale.”In New York, our clients want to be pampered and go somewhere where they can take off their shoes and relax. This will be like a gigantic closet and a safe haven,” she said. “I’m creating something so special people will want to come downtown.”
The Webster’s key to success has, at least historically, always laid in its approach to customer experience and store design. In its original store in Miami, a sunlit art deco building with a palatial roof deck welcomes shoppers to feel at home in a no-holds-barred luxury setting. The new Soho location is expected to shine with the same attention to detail. Marble accents, vintage wallpapers, and glass vitrines reminiscent of the New York City subway are noted as key elements of its design. A life-size bronze flamingo by artist Rogan Gregory and wall paintings by Miriam Ellner will also be on show, but you won’t be able to see much of the store’s interior from outside on the street. Like The Webster’s other locations, the store is being purposefully constructed to be as private as possible.
Laure is famed for her discerning taste as both a buyer and a store owner; She started out on Nicolas Ghesquiere’s merchandising team at Balenciaga and is known for curating a well-versed mix of contemporary designers as well as overseeing special, one-off capsule collections for The Webster with partners like Paris’s Le Bon Marche department store, swimwear brand Eres, and shoe designer Amelie Pichard.