John Varvatos brand to return to Soho with a store in Wooster Street, where she celebrates 25 years

This represents a prominent year for the John Varvatos brand: the twenty -fifth anniversary.

Although the company has been subjected to many transformations in this quarter – ownership, bankruptcy and loss of the designer of the same name – seem to flourish under its current owner, the private stock company, Lion/Hendrix Cayman Ltd.

“We are very happy that this amazing brand is thrived,” said Catherine Jobaling, General Manager of Operations at both Farvatus and her sister brand.

Although it refused to provide numbers because the company in particular, Jubabing said that when the results of the fiscal year were scheduled at the end of January, “we are in a healthy monetary, which is new for the brand. We did not deny our budget, but we miss it, and in this world, you should be grateful for that.”

However, as a background, the company is preparing to celebrate later this year, which will include a signal to the past because it sets the basis for the future. This will be confirmed by the return of the company to Soho, where it opened its first store in 2000.

On September 10, John Varvatos will open a 3200 square feet store at 73 Wooster Street, not far from the original store in Mercer Street. “We are returning the brand to Soho where it belongs,” said Jubabing.

She said that the new store will be slightly larger than Mercer Street, and will represent the “piece of resistance” for all 17 John Varvatos stores, three of which are in Manhattan. This includes the previous CBGB store on Bowry, who said it is still a “strong store for us”, attracts both local and international shoppers.

The interior of the Wooster Street store will include ancient traded shelves in the fleas market in Paris and a group of old furniture designed wine in the skin, wood and steel. The light brown tones will be covered in wooden floors with Persian carpets to contradict the white walls and offer the male elegance.

The pattern screens of bronze bricks will allow the company to highlight each seasonal group, as well as large tables of iron, wood and iron bars. The installation rooms will be close to the tailors and will feature antique mirrors.

The store, which contains 13 feet roofs, will sell the full John Varvatos collection, starting with specially designed clothes, leather jackets and shoes to accessories, along with artwork sponsored by the Morrison Hotel Gallery, a leader in photography of fine arts.

Jobaling said the store will also include a special collection of 25 pieces of anniversary of the autumn anniversary of the autumn, “Love Message”, which was designed by Karl Abang. It will include a mixture of archive inspired by new ideas that reflect the aesthetic of the brand, all of which have been updated with modern seizures and fabrics. She said that the show will include both designed and informal pieces and will be available to wholesalers as well.

The celebration will start with a press trip to Italy in May, where the editors will visit Lardini, who has been committing claims to the company since its foundation. In June, during Milan Men’s Fashion Week, the company will host a dinner with its “main partners”. Then on September 9, immediately before the start of the New York Fashion Week, the company will host a launch for Wooster Street in partnership with an ancient car company. The store will officially open the next day.

Jobaling said the company is also making some other moves within its retail fleet. I recently opened a popup in San Diego to stay on the market until the new permanent store is ready to open within three months. In San Francisco, the brand will move from the San Francisco Center to a new street location on Jerry Street in August. Soho, the company’s first store in that city on Geary Street Street, represents another return to its roots.

In addition to its full stores, the company runs a handful of outlets as well as the e -commerce site. He all told us that the direct consumer represents about 80 percent of the works.

John Farvatus, the man, created the brand inspired by Rock ‘N’ Roll in 1999 and for the first few years, was associated with Nautica Enterprises. When I bought VF Corp. Nautica in 2003, Varvatos became part of that company. However, the brand struggled to pay attention to VF ownership and in March 2012, VF sold the majority in business to Lion Capital for an unveiled amount. In 2020, during the epidemic, the company applied for bankruptcy, Lion/Hendrix Cayman purchased business for about $ 97 million and left Varvatos the company. He is now the chief design official at Under Armor.