Noah is expanding its retail footprint.
The buzzy New York-based brand founded by Brendon Babenzien and his wife, Estelle Bailey-Babenzien in 2015, has taken the storefront next door to their SoHo flagship and will create a space dedicated to the brand’s tailored clothing and more elevated products this spring. The brand is using the space as a wholesale showroom.
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Noah’s Mulberry Street store has already been expanded once. It was originally housed in a small space on the block but when the store next door became available, the Babenziens took the location and broke through the walls to allow for a larger shopping experience for customers. The store now spans around 1,500 square feet.
But Brendon Babenzien said there are no plans at this point to break through again. Instead, the 600-square-foot space will stand on its own.
“We want to create a different experience,” he said. “Sometimes this store can get pretty rambunctious and we want it to be quiet in there.”
He said Noah’s updated tailored clothing has become popular among his customers, but selling a $2,000 cashmere jacket next to a T-shirt may not be the best strategy, hence the new storefront. “We make suiting for people who don’t have to wear suits, but want to,” he said. For this fall, Noah is offering a Western-inspired suit in a Donegal fabric and a leather jacket filled with Cashball, a product created from leftover cashmere sweater production.
In addition to his New York City unit, Noah also operates a store in Amagansett in the Hamptons as well as a unit in the Sycamore district of Los Angeles. There are also two stores in Japan and another in Korea. Although the stores are successful, Babenzien said there are no immediate plans to add more units since he’s already busy juggling two significant design jobs. In addition to Noah, Babenzien, the former creative director for streetwear brand Supreme, has been the creative director for men’s at J. Crew since the spring of 2021.
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