Dôen prepares to open a store in New York
Doen takes root on the East Coast.
The Los Angeles brand opens a boutique at 384 Bleecker Street in New York's West Village.< /p >
The 1000 square foot boutique is under construction and will open this winter.
"We know we're much more than a California brand. And we know from the demographics of our customers that we actually get more traffic to our sites from New York than from Los Angeles, which I think is really interesting. We're really excited to be a part of the Bleecker Street revival," said Margaret Kleveland, co-founder of the brand.
Related GalleriesHolly Soroca joined Dôen as President in May 2021, bringing with her experience as a buyer for Saks Fifth Avenue in New York. “She has developed an expansion plan, including strategic retail. And she has a deep understanding of New York and the New York customer,” Kleveland added.
"Doen was built on this incredibly strong community and we share a lot of experiences through our Brentwood store , online, on our social media and through our messaging channels," Soroca said. "But from the day the brand launched, people were saying when could we come shopping in person and be part of this community in New York... The customer is incredibly loyal to us online, but there are probably categories that will be better for us in-store because the customer can touch and feel.”
One of them could be its new category Dôen Delicates, launched with a slip, a tank top and a bralette. Earlier this month, the brand also launched a small re-commerce program called Hand Me Dôen.
“We've had a great year so far. I think we have a really unique price point and customers feel like they're getting incredible value from our product,” Soroca said.
Like the Brentwood Country Mart and Montecito Country Mart stores in Doen, the New York outpost is designed by Nickey Kehoe.
Doen was launched in 2016 with dresses, nightgowns and tops for women, and has expanded into children's clothing, outerwear, knitwear, denim, handmade t-shirts and swimwear, as well as velor ballet flats, clogs, sandals and leather bags. Prices are from $115 to $898. And fans include actress Busy Philipps, Zoë Kravitz, Lily Aldridge, Zoey Deutch, Laura Brown, Samantha Traina and hairstylist Tracey Cunningham, a business partner. The Klevelands opened their first store at Brentwood Country Mart in 2019 and have collaborated with Net-a-porter on capsule collections, as well as Liberty home accessories designer Heather Taylor.
Female empowerment and motherhood are brand touchstones, and visual style dreamer begins with seasonal lookbooks photographed by founding partner and creative consultant Hilary Walsh in nature-filled destinations around the world. Curated by content director and partner Phoebe Dean, an online diary highlights women in the Doen community (sometimes pictured with their children and still wearing the brand), such as chef Lori Stern, surfer Tori Praver and Heather Simpson from Room to Read.
Doen takes root on the East Coast.
The Los Angeles brand opens a boutique at 384 Bleecker Street in New York's West Village.< /p >
The 1000 square foot boutique is under construction and will open this winter.
"We know we're much more than a California brand. And we know from the demographics of our customers that we actually get more traffic to our sites from New York than from Los Angeles, which I think is really interesting. We're really excited to be a part of the Bleecker Street revival," said Margaret Kleveland, co-founder of the brand.
Related GalleriesHolly Soroca joined Dôen as President in May 2021, bringing with her experience as a buyer for Saks Fifth Avenue in New York. “She has developed an expansion plan, including strategic retail. And she has a deep understanding of New York and the New York customer,” Kleveland added.
"Doen was built on this incredibly strong community and we share a lot of experiences through our Brentwood store , online, on our social media and through our messaging channels," Soroca said. "But from the day the brand launched, people were saying when could we come shopping in person and be part of this community in New York... The customer is incredibly loyal to us online, but there are probably categories that will be better for us in-store because the customer can touch and feel.”
One of them could be its new category Dôen Delicates, launched with a slip, a tank top and a bralette. Earlier this month, the brand also launched a small re-commerce program called Hand Me Dôen.
“We've had a great year so far. I think we have a really unique price point and customers feel like they're getting incredible value from our product,” Soroca said.
Like the Brentwood Country Mart and Montecito Country Mart stores in Doen, the New York outpost is designed by Nickey Kehoe.
Doen was launched in 2016 with dresses, nightgowns and tops for women, and has expanded into children's clothing, outerwear, knitwear, denim, handmade t-shirts and swimwear, as well as velor ballet flats, clogs, sandals and leather bags. Prices are from $115 to $898. And fans include actress Busy Philipps, Zoë Kravitz, Lily Aldridge, Zoey Deutch, Laura Brown, Samantha Traina and hairstylist Tracey Cunningham, a business partner. The Klevelands opened their first store at Brentwood Country Mart in 2019 and have collaborated with Net-a-porter on capsule collections, as well as Liberty home accessories designer Heather Taylor.
Female empowerment and motherhood are brand touchstones, and visual style dreamer begins with seasonal lookbooks photographed by founding partner and creative consultant Hilary Walsh in nature-filled destinations around the world. Curated by content director and partner Phoebe Dean, an online diary highlights women in the Doen community (sometimes pictured with their children and still wearing the brand), such as chef Lori Stern, surfer Tori Praver and Heather Simpson from Room to Read.
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