Stadium Goods expands SoHo NYC store and launches new high-end apparel – Footwear News
Stadium Goods’ first home is now a little bigger.
Since 2015, Stadium Goods has maintained a presence in New York’s vibrant SoHo neighborhood, occupying space at 47 Howard St. Today, the business will open the doors to its renovated storefront, which includes a new entrance at 305 Canal St., allowing a continuous flow of consumer traffic from street to street. (When Stadium Goods opened in 2015, the entrance to 305 Canal St. housed its market center for vendors, which moved to 307 Canal St. two years ago.)
With this expansion, the store now consumes 2,860 square feet of space for people to shop.
“Providing sneaker and streetwear consumers with a luxury shopping experience was one of the core principles of Stadium Goods, and this is an opportunity to expand on that,” Phung Truong, Vice President of Stadium Goods, told FN. for retail and geographic expansion. “Our category offering has grown significantly since we opened 47 Howard in 2015 – we now offer our own brand of apparel, Stadium, as well as other brands of apparel, collectibles and accessories – and the expansion allows us to give these products a merchandising home that was built just for them. Additionally, we are working on experiential programming for our newly renovated space to continue to engage our community and innovate our in-store experience.
Additions to the store with the renovation include a 360-degree circular checkout area inspired by LED screens in arenas, a sock bar in the checkout area with a colorful display to highlight the range of Over 50 shades available, three new museum-grade display cases to display specialty items, an updated trophy display case with mirrors to provide an expansive feel and more. The company also sought to show off the rich history of the community with a storefront that resonates with those historically found on Canal Street.
Additionally, Stadium Goods will dedicate some of the additional space to merchandise apparel, including its private label Stadium, which launched in March 2021.
“Apparel is an important and growing part of our business, and our internal lines are a big part of our overall plans. We’ve always sold our branded clothes and last year we launched Stadium, a standalone luxury line that was very successful. Part of the motivation for the renovation was wanting to have a place where we could really show off the breadth of our own apparel offering,” Truong said.
Along with the renovation, Stadium Goods will also launch its new Stadium 2 collection, a range that includes a Varsity Letterman jacket, a heavyweight knit jacket, the workwear-inspired barn coat, an oversized terrycloth cardigan and more.
“Stadium 2 is something of a birthday celebration. We debuted this time last year with Stadium 1, a collection of high-end fundamental essentials that evoked both luxury fashion and our roots. deep in sneaker and streetwear culture. Stadium 2 is an evolution of the same concept. There’s a new take on our now ubiquitous Varsity Jacket; there’s a bomber that’s already checking out; and a number of other pieces that can be centerpieces or building blocks, depending on the vibe,” said Greig Bennett, Stadium Goods vice president of brand creation and chief designer at FN.
This renovation is Stadium Goods’ second major brick-and-mortar undertaking in about two years. Prior to the SoHo expansion, Stadium Goods opened a two-level Chicago retail store in October 2020 that consumes over 6,000 square feet of real estate in the city’s Magnificent Mile shopping district. The gate is located at 60 East Walton St. Additionally, Stadium Goods has opened a visitor center at 1719 North Damen Ave.