London-Based Odd Muse Cements U.S. Presence with SoHo Flagship Store

From Pop-Up to Permanent Storefront   View this post on Instagram   A post shared by Odd Muse | British Luxury Fashion (@oddmuselondon) 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…