British retailer sets its sights on U.S.

Wolf & Badger, a strong supporter of emerging fashion brands, is dropping anchor in the United States.



Founded in February 2010 by brothers Henry and George Graham, the British retailer will open a 2,500-sq.-ft. flagship in Manhattan’s SoHo neighborhood, in February. Although Wolf & Badger operates two stores in London, it is primarily an e-commerce player, with over 90% of its sales coming from online. But similar to many pure players, it feels a physical space is crucial to connecting with customers.



“We understand the desire of our customer base to be able to experience and engage with us and the brands we represent in a real-world environment,” said George Graham, CEO and co-founder. “Online can never replicate the tangible or social elements that our stores offer in abundance."



The 2,500-sq.-ft. SoHo store will feature a curated edit of independent U.S. designer brands in addition to introducing many European brands to the U.S. market for the first time. The selection will include both men's and women's apparel, jewelry and accessories.



“This is a tremendous opportunity to finally bring our concept of super curated, high quality independent designer brands to the wider US market,” said Henry Graham, creative director and co-founder. “There's nothing like what we do in the US and since New York is a key destination for fashion, we are delighted to have the opportunity to welcome its discerning residents to our store to discover something new and different."