Hanro moves to Manhattan's Upper East Side

Hanro calls Manhattan's Upper East Side home.

The Swiss lingerie and nightwear brand has quietly opened a new boutique at 1200 Madison Avenue in Manhattan last fall, marking the brand's second store in New York and third in the United States.

Inside Hanro's new store in New York. Courtesy photo

"The Upper East Side in Manhattan has the highest density of Hanro customers in the United States" , said Stephan Hohmann, the company's managing director, explaining the decision to move to the neighborhood. "With the new store, we have succeeded in providing our customers with an ideal location to discover our entire range of products in person."

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Hanro sells bras and underwear. Courtesy photo

The 1,200-square-foot store embodies the "less is more" theme, Hohmann continued , with its large open format that places the product at the center of the experience.

"The reduced design and clarity of the collection has been met with very positive feedback from our customers so far,” he said.