Esprit’s U.S. comeback includes opening global creative HQ in NYC, flagships
A brand that once defined California cool is plotting its U.S. comeback. It’s also on the hunt for an architectural firm.
Esprit said that it has signed a lease with Hudson Square Properties in New York City for what will become the company's new global creative headquarters. The deal includes more than 38,000 sq. ft. across two floors at 160 Varick Street, in downtown Manhattan.
The offices will serve as the headquarters for the brand's global design, branding, creative and marketing efforts. While Esprit’s global headquarters will remain based in Hong Kong, the NYC space signals the brand's return to the United States. Esprit was founded in 1968, in San Francisco.
In a statement, Esprit CEO William Pak, who took the reins of the company in March 2022, said the decision to move the creative headquarters to New York City was done as the brand looks “to resonate with a global audience.”
“New York City is the cultural epicenter of the world, a diverse city full of incredible talent,” said Pak. “From a creative and design perspective the next evolution of Esprit, like New York, will be sleek, aspirational and timeless.”
In November, Esprit opened a pop-up in Los Angeles, which marked its first U.S. physical store since it closed its 92 remaining U.S. stores some 10 years. (The brand once had more than 200 U.S. stores.). The official Esprit relaunch is planned for mid-2023, with the opening of a flagship in Los Angeles and a “global” flagship in New York City. Additional stores in the U.S. and Canada are planned for the coming year.
Esprit said the relaunch comes with “a focus on modernizing the brand heritage and values for today's consumer in a way that resonates across generations.”
“The refreshed Esprit embodies an ode to '80s and '90s nostalgia – luxury apparel with an attainable price point,” the company stated.
Wanted: Architectural firm
Esprit said it is looking to appoint a world-class architectural firm for the renovations of the industrial-style space, built in 1927, that will house its New York City headquarters. It is aiming for an open plan office, flooded in natural daylight, to help promote enhanced creativity and collaboration.
Once renovations are complete the 11th and 12th floors will house approximately 100-120 employees including chief brand officer Ana Andjelic and senior VP of design Tom Cawso.