Polo Ralph Lauren is getting more and more popular, it’s not only luxury for a Manhattan store, but many other shops and strategies, the company’s chief says such endeavors help define the brand.
Many of Ralph Lauren store will have several firsts, including a lingerie line, fine jewelry and made-to-order suits for women.
When Polo Ralph Lauren opens a 22,000-square-foot store at Madison Avenue and 72nd Street in Manhattan. The store, built to resemble a mansion, will be the brand’s largest women’s store and will also feature home collections and new lines of lingerie and fine jewelry.
Polo built the store make it a classic New York mansion. Since 1986, it has had a store in the former Rhinelander Mansion across the street at 72nd and Madison, but it added this one to give the women’s and home lines much more room. The company has also confirmed that urban and tourist stores are doing better than regional and local ones, and this store is meant to be a draw tourists.
In fact, at the men’s store opposite the street, there was hardly an American accent to be found among the shoppers, and many even carried New York City guidebooks.
“They’ve been there for a long time, and it’s somewhat of a destination,” said Laura Pomerantz, principal at PBS Real Estate. “There is certainly traffic there as a result,” she said, “and it’s a well-heeled tourist.”
Although Mr. Lauren dressed in his signature casual American style, the items he sells have broadened quite a bit – as the new women’s store shows.
What is always missing are the lower-end products that are sold wholesale to stores like Dillard’s and Macy’s: the piles of chinos, sweatshirts and socks emblazoned with the Polo horse.
“You make your statement when you’re advertising and opening stores,” Mr. Lauren said. “When they shop your stuff in the department store, they see your things and they know it’s POLO Ralph Lauren.”