London-Based Odd Muse Cements U.S. Presence with SoHo Flagship Store
The rapid rise of London-born fashion label Odd Muse continues as it transitions from a viral NYC pop-up to a permanent flagship at 55 Mercer Street in SoHo.
The rapid rise of London-born fashion label Odd Muse continues as it transitions from a viral NYC pop-up to a permanent flagship at 55 Mercer Street in SoHo. This strategic leap—brokered by Colliers—showcases how temporary retail experiences can evolve into long-term success stories for international brands. Below, we unpack the milestones and momentum that fueled this expansion.
From Pop-Up to Permanent Storefront
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Odd Muse’s U.S. journey began in November 2024 with a two-month pop-up at 55 Mercer Street, which drew crowds for its exclusive offerings:
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Early Access to Collections: Shoppers could purchase the After Hours and Party Drop 2 lines before global release.
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Local Collaborations: Partnerships with Leon’s Bagels and Merit Beauty created buzz, blending fashion with NYC culture.
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Community Engagement: Social media teases, limited-edition “Odd Muse, Soho, NY” merch, and founder Aimee Smale’s hands-on presence fostered loyalty.
The pop-up’s success—driven by a U.S.-centric fanbase and 1M+ social followers—prompted Colliers to negotiate a long-term lease for a 2,500 SF ground-floor space with a 1,500 SF basement, positioning Odd Muse alongside luxury peers in SoHo.
Strategic Partnerships and Brokerage Insights
Colliers’ Jake Horowitz emphasized the pop-up’s role as a testing ground:
“Securing Odd Muse for this prime SoHo location represents an exciting step for the brand as they expand their footprint in the U.S. We’ve seen firsthand the power of pop-up shops as a testing ground for international brands.”
Founder Vision and Global Growth
Aimee Smale, who launched Odd Muse in 2020 from her bedroom, shared:
“With the overwhelming success of our initial pop-up, we’re thrilled to secure a permanent space in New York—it's beyond a dream to have a second home here. This is just the start of Odd Muse in the U.S., and Colliers has been a huge part of this incredible journey. We're excited to continue our global expansion, and introduce our timeless, elevated womenswear to new audiences.”
The brand’s trajectory mirrors its London roots, where a 2023 Covent Garden flagship followed pop-up experiments. Smale’s focus on “timeless, elevated womenswear” and direct community engagement—seen in NYC hiring efforts and TikTok content—has fueled a self-funded rise to £20M in sales by 2024.
Why SoHo? Odd Muse’s U.S. Blueprint
Odd Muse’s choice of SoHo, New York, for its first U.S. flagship was driven by the neighborhood’s status as a global luxury retail hub and the brand’s strategic alignment with its aspirational clientele.
Nestled at 55 Mercer Street, the location places Odd Muse alongside icons like Chanel and Prada, leveraging SoHo’s reputation for high foot traffic and affluent shoppers.
Additionally, Colliers emphasized SoHo’s role as a “litmus test” for global brands, where visibility translates to rapid organic growth through influencer engagement and street-style buzz. Securing a permanent store in this iconic district, Odd Muse bridges British sophistication with NYC’s fast-paced retail culture, positioning itself for scalable U.S. growth,
Looking Ahead
The SoHo flagship signals ambitious plans:
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Product Expansion: Expect exclusive U.S. drops and continued cross-industry collabs.
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Experiential Retail: Live shopping events and influencer activations, building on London’s “Odd Muse ~ On Air” model.
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Market Testing: Pop-ups in other U.S. cities could follow, leveraging Colliers’ expertise.
As Horowitz notes,
“New York remains a critical entry point for brands eyeing global relevance.”
For Odd Muse, blending British elegance with NYC grit has unlocked a new chapter—and a pink-hued spotlight in SoHo.
Odd Muse Flagship Location
Visit 55 Mercer Street, which places Odd Muse in a retail corridor that features signature pink branding on Soho storefronts.
Extended hours (11 AM–8 PM daily) and in-store returns policy cater to both locals and tourists, mirroring tactics from its London base.
