Varley, the contemporary fashion brand for the modern woman, celebrated the grand opening of its first U.S. flagship store at 402 West Broadway in SoHo, New York, with an exclusive launch event on Thursday, 10 October 2024.<\/p>\n
The evening featured a live DJ set by Amrit Tietz and custom in-store embroidery by female-founded Abbode Embroidery, adding a personalised touch. Notable guests included Charlotte Groeneveld, Arielle Charnas, Julie Sari\u00f1ana, Mary Leest, and Jennifer Fisher, jewellery designer and owner of the neighbouring store.<\/p>\n
The event was not just a celebration of the new store, but a reflection of Varley\u2019s commitment to both style and community, offering a new destination for shoppers in one of New York\u2019s premier retail districts.<\/p>\n
The store\u2019s concept, developed in collaboration with H\u00c1M Interiors, reflects Varley\u2019s dedication to creating warm, inviting spaces that instil confidence. Natural materials, curated artworks, and bespoke furniture seamlessly blend the design aesthetics of London and Los Angeles, while nodding to the vibrant spirit of New York. The 2,200 sq ft store is designed to enhance the shopping experience, with soft seating, large private fitting rooms, and an emphasis on personal service, including in-store styling.<\/p>\n
Founded in 2014 by husband-and-wife team Lara and Ben Mead, Varley is renowned for its elevated wardrobe staples, blending refined knitwear with outerwear, trousers, sweatshirts, and active essentials, designed to complement the evolving lives of women.<\/p>\n