Esprit to relaunch in the US, opens global headquarters in NYC
Esprit announced on Friday plans to open a new global creative headquarters in New York City, signalling the brand’s official return to the US.
The relaunch set for mid-2023 includes a focus on modernizing the brand’s heritage and values for today's consumer resonating across generations. It embodies an ode to '80s and '90s nostalgia, and luxury apparel at an affordable price point.
Likewise, the brand plans to bring back its retail presence. It will operate a New York City-based global flagship and a Los Angeles flagship set to open this year, with additional flagships in the works across the US and Canada in the coming year.
Most recently, in October, it opened its first physical U.S. retail store location since 2012, with the opening of a pop-up store in Los Angeles, coinciding with a relaunch of the U.S. brand's local e-commerce site.
As part of a lease agreement with Hudson Square Properties, the headquarters will be located at 160 Varick Street, on the border of Greenwich Village and Soho, and includes over 38,000 square feet of space spanning two floors.
The location will act as the company headquarters for the brand's global design, branding, creative, and marketing efforts. Once renovations are complete, the 11th and 12th floors will house approximately 100 to 120 employees including chief brand officer, Ana Andjelic, and senior vice president of design, Tom Cawson. Meanwhile, the operational headquarters will remain in Hong Kong, reinforcing the vision for a global brand.
"Our intention is for the brand to resonate with a global audience. New York City is the cultural epicenter of the world, a diverse city full of incredible talent. From a creative and design perspective the next evolution of Esprit, like New York, will be sleek, aspirational and timeless,” said chief executive officer, William Pak.
Esprit is currently looking to appoint an architectural firm for the renovations of the industrial-style space built in 1927, with the aim of creating an open plan office.
Esprit was founded in California by couple Susie and Doug Tompkins in 1968. It closed its U.S. stores 10 years ago, but once had more than 200 locations.
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