Fred Perry Opens Flagship in SoHo

Fred Perry has set down new roots in SoHo. The British brand known for its laurel wreath logo on Friday night opened the doors to its new North American flagship, an 11,000-square-foot store at 483 Broome Street. This replaces a 1,350-square-foot store that was located nearby at Greene and Prince Streets. Although smaller, the store is a bright corner unit with a bank of windows. This is only Fred Perry’s third store in the U.S., joining units in Brooklyn and Boston. There is also a shop in Toronto. The brand is also carried at Bloomingdale’s and specialty stores including Opening Ceremony, the Webster and Need Supply Co. Globally, the company owns and operates 30 stores in the U.K. and has franchised or licensed shops in Asia, South America and elsewhere in Europe. The brand, which dates back to 1952, is owned by Tokyo-based Hit Union, which purchased it in 1995. It is named for the British tennis and table tennis champion and is best known for its short-sleeve pique polo shirt with the laurel wreath logo. That logo is highly visible in the new space. It fills the back of the store embedded in a corrugated white laminate. “That’s our flag in the sand,”


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