Lane Bryant Opens Manhattan Flagship

Lane Bryant Inc. (New York) has opened its new flagship store on West 34th Street in Manhattan.

The 7,835-square-foot space is said to implement the plus-size retailer’s recent re-branding efforts, starting with the new heart-shaped LB logo.

Lane Bryant’s innerware brand, Cacique, is located in a 2,180-square-foot balcony area, accessible from the ground floor by a grand staircase. An area for activewear at the back of the store features yoga pants, jackets, sports bras and the new LB kicks.

Designers incorporated six iPads for sales associates to use to help shoppers. The Cacique dressing rooms will have a bra-fitting station manned by a trained expert, and lighting can be customized by shoppers, adjustable for daylight, office and evening light.

Lane Bryant’s new owner, Ascena Retail Group, said it expects this to be among the top-performing units in the 800-store chain and to spur expansion plans.

“We plan to open a significant number of stores, more than 250 units, over the next three years,” said chief marketing officer Liz Crystal.