Retail Profiles: Shopping In The Big Apple’s SoHo District

mike lewis

• April 27 2009
• 1,191 views
• 4 comments

TransWorld Business recently had the opportunity to take a trip to the shopping mecca that is SoHo. While we felt a little over our heads surrounded by Burberry and Gucci clad mannequins, the proliferation of action sports flagship stores helped us feel a bit more at home.

Join us on a stroll through the Burton, DC, and Oakley stores and get the scoop on these brands’ doors in The City.

Burton
106 Spring Street
New York, NY 10012
212.966.8070
Associate Manager: Manuel Gillote
Square Feet?
6,000

When did the store open?
October 2005

What percentage of your inventory is dedicated to hardgoods vs. softgoods?
40 percent hardgoods 60 percent apparel

What are your top three best selling product categories at the store right now?
Right now, apparel first, then outerwear and hardgoods. In the winter, it’s hardgoods first, then outerwear and apparel.

What kind of foot traffic does your store get?
It depends. We can have between 300 to 400 people in here per day when it’s slow and up to 3,000 people during busy times. We get pretty busy in the summertime because people are taking vacations. About 60 percent of our customers are tourists or traveling abroad.

DC
109-111 Spring Street
New York, NY 10012
212.334.4500

Store Managers:Chris Shadley and Tony Canuel

When did you open?

2006

Who are your main customers?

It’s really a strong mix of sneakerheads, skaters, and tourists. We get a lot of international people that come in and buy a few pairs of shoes. They’re a lot cheaper here than they are in Europe.

What are your best selling items right now?

High-tops are doing really well right now. The Admiral is probably be the best at the moment, but the Rebound is close. They’re both killing it.
Oakley
113 Prince Street
New York, NY 10012
212.673.7700
General Manager: Chris Tracy

Square Feet?
3,500

How long have you been open?
Since July 4, 2005

What are your top three best selling product categories?
We sell mostly eyewear, that’s our number one component at the store, but we carry everything from clothing to backpacks, electronics, watches, and other accessories. I would say besides eyewear, watches and apparel do really well.

What sets your store apart and makes it stand out?
I would have to say our ability to customize eyewear within the store. You can pick a frame and lens and we can smack it all together for you in the store, just to make sure it’s meeting your exact needs.

How much foot traffic does your store get daily?
We get about 200-300 people through our door everyday. At one point in time it was mostly people in their mid 20s to mid 30s, but lately our audience has really expanded and we’re drawing younger crowds.