Veronica Beard Opens Second Retail Location in New York

Earlier this week, on April 4, American sportswear label Veronica Beard opened its second retail location in New York City at 78 Greene Street, in SoHo. The downtown opening followed the brand’s first store opening at 988 Madison Avenue last summer, as well as a period of significant growth for the label, which has continually evolved since its debut in 2010 by sisters-in-law Veronica Miele Beard and Veronica Swanson Beard.

Like its Madison counterpart, the SoHo location offers the brand’s full ready-to-wear collection and iconic staples, including the beloved Dickey Jacket and tailored essentials that make up the Veronica Beard uniform. Beginning in summer 2017, Veronica Beard stores will also carry the new Veronica Beard jeans and footwear collections, consisting of five timeless jean silhouettes, leather and velvet pants, tees and bodysuits, and nine styles of flats and booties. Additionally, shoppers at the SoHo location will have access to monthly limited-edition styles and third-party product offerings spanning the beauty, accessories, and home décor categories.

“Retail expansion is an important part of our growth strategy over the next two years,” said Veronica Miele Beard. “Our first store on Madison Avenue has taught us a great deal about the shopping habits of our customer, and we are excited to continue offering her a layered retail experience that accommodates the way in which she approaches fashion, interiors, and lifestyle.”

To bring the Veronica Beard vision to life, the co-designers were pleased to work for the second time with interior designer Carolina de Neufville. The 1,626-square-foot SoHo store is representative of the Veronica Beard lifestyle, featuring an eclectic collection of interiors ranging from mid-century to ’70s-inspired. Walls clad with metallic banana-print wallpaper complement leopard-print curtains and the oversized Muller of Mexico onyx table set to anchor the space. Clothing hangs from custom brass racks, accompanied by vintage Turkish and Moroccan carpets to lead customers throughout each unique room of the store, including a footwear room, Dickey Jacket bar, and a cozy seating area complete with an Adrian Pearsall sofa and Kagan chairs.

“For our retail debut on Madison Avenue, we put so much time into creating a space that our customers would feel at home in, and their positive responses have exceeded our expectations,” said Veronica Swanson Beard. “We have approached the new SoHo space in the same manner, creating a store that will feel lived in and inviting to our downtown customer. While all of our retail locations will embody the Veronica Beard lifestyle, no two stores will ever be exactly alike!”

Third-party product offerings within the SoHo store will be curated by the co-designers, and are set to include Hunting Season clutches, Corroon totes, Nannacay artisan bags, The Jacksons handbags, Lingua Franca embroidery, Madeworn vintage tees, Le Specs sunglasses, Ranjana Khan and Mercedes Salazar jewelry, Active Argan facial oil, Commando undergarments, and The Laundress fabric care. Select artwork by Voltz Clarke artists including Christina Burch, Holland Cunningham, Katy Ferrarone, Gemma Gené, Sara Genn, Mike Hansel, Natasha Law, Lisa Schulte, Mary Nelson Sinclair, and Joshua Webster will also be available for purchase within the store.

Veronica Beard is an elevated American sportswear brand that strikes the balance between classic and cool. Veronica Miele Beard and Veronica Swanson Beard are sisters-in-law who launched their eponymous brand in the fall of 2010 with their signature Dickey Jacket. Today, Veronica Beard offers a modern perspective on iconic staples that results in a ready-to-wear collection that is hard wired for real life. These perfectly designed essentials are both effortless and chic, with each piece mixing superior tailoring with the highest levels of quality and fit.