Apparel retailers Sandro and Lululemon have opened standalone men's stores in Manhattan as brands increasingly focus on male fashion.
Sandro's 881-sq.-ft. pop-up will showcase Sandro Homme merchandise in an art studio setting. The concept dubbed "The Workshop" is inspired by the brand's fall advertising campaign, which tells the story of two young artists, reported Women's Wear Daily.
The minimalistic look of the space comes complete with concrete floors, whitewashed walls, exposed pipes and industrial lighting, with large prints of the ad campaign plastered on the walls and videos streaming around the store intended to set the mood.
The store aims to capitalize on the increasing demand for the Sandro Homme brand, which was introduced in the United States in 2011.
Ten Sandro and Sandro Homme shops were opened in 2013, bringing the total to 17. Another standalone is expected to open this year, along with pop-ups in Bloomingdale's and on Saks Fifth Avenue.
The Workshop is slated to remain open until the end of the year and will feature a rotation of contemporary artists each month. Artists are scheduled to craft creations live in the store for one week, using the store for the remainder of the month as a gallery.
Lululemon's store located on 127 Prince Street in SoHo will be the brand's first shop dedicated entirely to men, reported Business Insider. The retailer's women's collection will be right across the corridor at 125 Prince Street. Lululemon CEO Laurent Potdevin wanted the stores to face each other to increase brand exposure.
Lululemon plans to open a total of 47 new corporate-owned locations this year. The company operated 270 stores worldwide as of the end of June, seven of which are in Manhattan.
Sandro and Lululemon join a growing number of brands that are building out their menswear as they open lifestyle concept stores to draw in shoppers. Nordstrom acquired Trunk Club in July for $350 million, a men's clothing service expected to grow sales by 150 percent in 2014. Men's lifestyle brand Haberdash is also looking to increase its presence with its new "convergence" store in Chicago's South Loop. The new format will include a photo studio; a pick, pack and ship option; and client services.
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