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
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:
Early Access to Collections: Shoppers could purchase the After Hours and Party Drop 2 lines before global release. Local Collaborations: Partnerships with Leon’s Bagels and Merit Beauty created buzz, blending fashion with NYC culture. 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…
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