ME+EM, the acclaimed British luxury womenswear brand, which made its U.S. retail debut with a series of new store openings in coveted American locales. After launching its first permanent U.S. location, the direct-to-consumer label quickly expanded throughout the Northeast and has set its sights on the West Coast as the brand cements its stateside presence and global ambitions.
A Royal Favorite Makes American Moves
Founded by Clare Hornby in London, ME+EM has won a cult following for its intelligent style—timeless tailoring, elevated basics, and bold, versatile designs. The brand is regularly worn by international icons, including Kate Middleton and Sophie, Duchess of Edinburgh. As reported by Town & Country and Yahoo, the U.K. label counts several members of the royal family as fans.
Hornby emphasizes the importance of physical retail for customer connection,”We’re very proud of the quality of our clothes, and this is something that even the most beautiful photography can’t always capture, so our stores are an essential part of how our customers experience the brand and our product. It’s been hugely exciting to see the positive response from both new and existing customers coming into the store, and seeing the collections in person.”
U.S. Flagship and New York Expansion
Spring 2025 saw the inauguration of ME+EM’s first permanent U.S. store in New York, NY, establishing a luxury retail base in the heart of Manhattan. The flagship was swiftly followed by a new 2,700-square-foot boutique in SoHo at 111 Mercer Street—a space designed by New York and British architecture teams, and adorned with bespoke ceramics and textural elements echoing the label’s refined aesthetic.
The SoHo store is light and airy, designed to invite customers to explore the brand’s entire ready-to-wear collection in a fresh context.
Hamptons & Connecticut: East Coast Influence
Within months, ME+EM opened in two further sought-after communities:
- East Hampton: 7 Newtown Lane, East Hampton, NY (opened June 2025)
- Greenwich, Connecticut: 255 Greenwich Ave, Greenwich, CT (opened July 2025)
Both boutiques reflect local influences—Hamptons relaxation meets traditional British interiors—while bringing the full assortment of ME+EM’s modern essentials, statement knits, and high-low dressing to discerning shoppers.
California Dreamin’: LA and More on the Horizon
Los Angeles (Beverly Hills) is next:
The brand’s U.S. rollout continues, with a new address announced for 325 North Beverly Drive, Beverly Hills, CA—ME+EM Los Angeles is expected to open before year-end 2025, with further U.S. cities like Boston, Chicago, Dallas, and Austin under consideration.
Hornby offered a look ahead:
“It’s early days, but we’re really delighted with the response so far,” Hornby tells Town & Country. “We launched e-commerce in the U.S. back in 2019, so we knew that we had a strong network of local customers, but it’s been very humbling to see the reaction to our stores opening, and the excitement from customers who had previously only shopped with us online.”
She continues, “Before we opened the doors to our Madison Avenue store in February, we could see the appetite building from passers by, and since launching our first ever brand campaign last month we’ve seen a whole new spate of customers visiting the store.”
Why the U.S.? Brand Philosophy and Local Touch
Bringing their signature London touch stateside, ME+EM’s stores are designed for immersive, tactile shopping—just as in London’s Marylebone, Chelsea, and Mayfair:
- Customer-driven edits: Each store features locally curated collections
- Personal styling sessions and on-site tailoring
- Creative visual storytelling via interiors, art, and tactile displays for a high-end yet welcoming brand feel
The Bigger Picture
With a global clientele, celebrity endorsements, and a philosophy that blends European sensibility with American ease, ME+EM has become one of the most closely watched luxury fashion exports of 2025. As its West Coast debut approaches, the brand’s storefront strategy illustrates a clear vision for omnichannel growth, marrying digital and in-person experiences as part of its international story.
