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ESPRIT Opens a Long-Term Pop-Up in SoHo

Space is next step in brand’s re-entry into North America




PHOTOGRAPHY: Ilya Savenok/Courtesy of Esprit PHOTOGRAPHY: Ilya Savenok/Courtesy of Esprit

ESPRIT (Hong Kong and Ratingen, Germany) is opening a long-term pop-up space in New York’s SoHo neighborhood. Following the brand’s recent reintroduction to New York with a pop-up on Prince Street, the 3000-square-foot retail location at 130 Greene St. will serve as an experiential space where shoppers can get fully immersed in the brand’s ethos.

Esprit left the North American market in 2011 in the face of plummeting sales.

“Opening the Greene Street pop up is the next step to solidifying ESPRIT’s reintroduction to the North American market, allowing shoppers to fully immerse themselves into the world of ESPRIT past and present,” William Pak, CEO of ESPRIT, said in a news release. “This experiential retail space in Soho, one of the most iconic and exhilarating neighborhoods in the world, will allow customers to experience ESPRIT’s brand pillars – playful, modern, cool – in a dynamic environment that will evolve in theme each month.”

PHOTOGRAPHY: Ilya Savenok/Courtesy of Esprit

The retail space features Memphis Design terrazzo patterns, a curation of vintage items and archival catalogs, and new campaign imagery. Archival materials from the 1980s and 1990s pay homage to the origins of ESPRIT’s playful aesthetic, and mannequins bearing vintage looks will inspire shoppers, past and present.

ESPRIT returned to the U.S. in fall 2022 with a pop-up in Los Angeles, and plans to open another temporary store there this summer. Permanent retail locations are planned for New York, Los Angeles, and Vancouver, B.C., by late this year.

The retailer says it is committed to being a pioneer in creating a hyper-personalized consumer experience. To that end, it has opened a global network of innovation headquarters. Design and creative is led out of New York as the brand’s Global Creative hub; Amsterdam supports the network with its focus on technology and denim innovation; and Hong Kong remains its global administrative headquarters.

The Hong Kong Stock Exchange-listed corporation currently operates about 160 retail stores and 450 franchise partner stores in 30 markets.

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