Varley Opens New Flagship Store in SoHo New York
Varley, a contemporary fashion brand founded in 2014 by Lara and Ben Mead, has opened its first US store in SoHo, New York, at 402 West Broadway.
Varley, a contemporary fashion brand founded in 2014 by Lara and Ben Mead, has opened its first US store in SoHo, New York, at 402 West Broadway. This 2,500-square-foot space, previously an All Saints pop-up, marks a significant milestone for the brand, which plans further expansion across the United States over the next two years.
The brand was born from the Meads' shared passion for quality and community, values reflected in their product offerings and business practices. Varley emphasizes a blend of sporty and luxurious aesthetics to instill quiet confidence in its customers.
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Varley's collections include knitwear, outerwear, and everyday staples, complemented by active pieces designed for modern women on the go. The brand's aesthetic is tailored yet relaxed, focusing on layering and neutral palettes. Prices range from $60 to $600 for apparel and $25 to $180 for accessories.
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Following the SoHo opening, Varley plans to launch additional stores in key locations such as Madison Avenue, Dallas, Boston, and Chicago by 2025, with further expansions in California by 2026. The brand aims to establish up to 50 stores in the U.S., leveraging its strong wholesale partnerships with retailers like Net-a-Porter and Nordstrom.
