Schutz and Alexandre Birman open stores in New York

By

Fernanda Baldioti

Published
May 19, 2018

This month, New York is gaining two more stores from brands owned by Brazil's Arezzo & Co. group. Schutz opened its second location in the Big Apple on Thursday, this time in SoHo, at 121 Prince Street, while, on Wednesday, Arezzo CEO Alexandre Birman opened the first NYC store for his namesake brand on the Upper East Side. 

To celebrate its latest expansion, Schutz tapped Brazilian model Adriana Lima as the face of its new summer 2019 campaign, with photographs taken around SoHo. 

The new Schutz location will be kitted out with cutting edge technology, such as mirrors which use radio-frequency identification (RFID) to give customers immediate feedback about styling, stock integration which allows the brand to coordinate on and offline sales, and a sneaker personalization station. The brand is also launching an exclusive line of products which will only be available in Schutz's SoHo, Madison Avenue and Beverly Drive stores. 

In a similar fashion, Alexandre Birman has developed an exclusive collection especially for its first New York store, a 55-square-meter space on Madison Avenue. This store also offers a customization service, allowing customers to choose between the brand's famous Clarita and Lolita models and a range of colors and fabrics. To complement the opening of the new store, Alexandre Birman also debuted its US e-commerce website this month.

The store opening and website launch coincide rather handily with the debut of one of the highlights of the brand's offering this season on the Met Gala red carpet – a limited-edition sandal designed exclusively for Kate Upton. 

Along with the new US store openings, Arezzo has also announced that it has appointed Wayne Kulkin as its new head of international operations. The group has been investing heavily in the United States over the past months, having opened a 750-square-meter showroom and office in New York in the third quarter of last year.