New York

The Best New Retail in New York – April 2024

New York continues to attract retailers who want to be part of the culture and community of the city.

This month’s stores feature brands who offer products based on local purchase data, in-store events, and spaces for customers to relax and unwind. They also include a range of services to widen the retail experience, such as personalisation, specialist staff, and one-on-one appointments.

We have found stores offering seamless digital and physical experiences, in-store cobblers, maker events, and ear moulds.

Take some inspiration from the best new retail we found in New York this month.


Trader Joe’s Pronto, New York City

Food retailer Trader Joe’s has opened a unique store concept in Union Square.

It is aimed at customers on the go, who are looking for a quick meal, or a few supplies they’ve missed from their main shop.

The company says that this will allow it to offer more food items tailored to local customers. Currently the store carries a range of convenience products, such as pre-made ready to eat items, including sandwiches and salads, ready meals like meatloaf, snacks, and chilled items like cheese and meats.

The store is thought to be less busy than other Trader Joe’s locations, allowing customers to pay for a few items quickly. As of yet, there are no plans to expand this concept to further locations.


With Clarity, SoHo

Lab-grown diamond company With Clarity has arrived in New York City with the launch of its first physical store.

The popularity of lab-grown diamonds has increased over recent years, and With Clarity has already seen success with a service that delivered 3D versions of ring styles for customers to try on. The new store uses pale neutrals to showcase the jewellery on offer and provide a chic environment.

The brand offers one-to-one appointments, both in-store and virtually, with all store staff trained to provide specialist jewellery advice and personal recommendations. Digital display screens are used to show customers the range of products available both in-store and online.


Image credit: Jaeger LeCoultre

Jaeger-LeCoultre, Madison Avenue

The New York store of Jaeger-LeCoultre has been revamped into a chic new boutique.

The store now focuses on the heritage and craft of watchmaking and offers a range of services and events for watch enthusiasts.

Visitors to the store can learn more about the artisans at the Craftsmanship Table and their wide range of skills, which include gem-setting and engraving. Watches are available in an oval around the shop floor, with the rarest pieces displayed on the wall. Another wall showcases a selection of mechanisms that the brand has created over time. There is also a wall for straps that offers a range of personalisation options to customers.

Shoppers can also relax at the 1931 Café which has bespoke tiling designed by Alex Trochut, and afterwards peruse archives from the brand’s history at the Cabinet de Curiosité, as well as view educational videos on watchmaking. Finally, customers can find Atelier d’Antoine on the mezzanine and join specialist watchmaking workshops.


Image credit: Studs

Studs, Rockefeller Center

Piercing studio brand Studs is going from strength to strength and has opened its latest location.

The company is aiming to create a fun and inclusive space for ear piercing. The founders had found that there was a gap in the market between stores aimed at children and tattoo parlours. Unlike some of the other stores, Studs offers only needle piercing for ears.

The brand also has a unique service called Earscape with moulds based on the customer’s own ears. The moulds contain a range of holes for different types of piercing allowing customers to test out different looks before having their own piercing done. Studs also offers a wide variety of jewellery options, from simple to studs to more unique designs.


Image credit: RIXO


London’s vintage style brand RIXO has made its debut in New York with a pop-up store.

The pop-up reflects the vintage style of the clothing with items curated from flea markets and local artists. Bright colours and retro wood create the feel of an English house. RIXO is keen to build a sense of community and make the space feel welcoming, and customers can also visit a courtyard outside.

The brand plans to offer a range of events as part of the pop-up, including talks and shopping events, styling sessions and an opportunity to meet the company founders.


Image credit: Veja

Veja, Williamsburg

Veja, the sustainable footwear brand, has launched another store in New York.

The space retains its industrial aesthetic and has light grey concrete flooring and brick walls. The store was designed by Office JDY, who added benches made of wood and used plaster to display products.

Customers visiting the store will be able to purchase from Veja’s sneaker range, and there is also an in-store cobbler in a special workshop at the back of the store. The cobbler is part of the Clean, Repair and Collect project that helps customers to repair or recycle their footwear.

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