Burberry Group’s Brit brand makes its New York debut today at 444 Madison Avenue. The new standalone Brit store is roughly 2500 square feet, about half the size of its main-brand equivalents, and sells the fashion house’s cheaper-priced line of apparel, handbags and shoes.
“We’ve always felt that Brit, as a retail concept, would be a very viable global opportunity,” says Burberry ceo Angela Ahrendts.
The concept, which sells plaid polo shirts sell for approximately $142, expects to test more stores in a handful of different markets, including London and younger U.S. markets, such as Santa Monica, Calif. Burberry also has the option to open Brit concessions in U.S. department stores.
Burberry announced that it plans to increase its store portfolio by 10 percent each year for the next three years to drive earnings growth. The company’s own locations, which accounted for 54 percent of revenue in the first half, are more profitable than selling through department stores and wholesale buyers.