Following a Successful Pop-up, Wolverine Plans Permanent NYC Store

Rugged boots brand Wolverine will open a permanent store in New York's Nolita neighborhood, following a successful pop-up retail venture in fall 2012. Located at 256 Elizabeth Street, the store will open at the end of July and will offer a curated selection of goods that share Wolverine's commitment to quality, heritage and craftsmanship.

"The Wolverine Company Store pop-up was successful beyond our expectations," said Todd Yates, president of Wolverine Brand. "We wanted a location that showcased our heritage, but what came of it was much more than that. The consumer response was terrific, and we experienced significantly higher volume than expected. After making strong brand connections with so many people, we wanted to continue the momentum from the pop-up with a permanent location."

Designed by BKLYN Dry Goods, the Wolverine Company Store pop-up shop was named one of the Top 10 pop-up shops by Racked NY, and it also received four prestigious Association for Retail Environment (A.R.E.) Awards this year, including: 2013 Grand Prize for Softline Specialty Store up to 3000 Square Feet, 2013 Visual Presentation of the Year, Special Element Award - Wall Treatment and Special Element Award - Vintage Advertising.

"The four A.R.E. design awards that the pop-up shop received is a testament to the impressive work of BKLYN Dry Goods and their partnership in creating and designing a retail space that resonated with customers," said Christina Vernon, Wolverine global product line manager. "We are excited to team up again with Jahn and Kurt of BKLYN Dry Goods, who are leading the development of an innovative store concept that tells Wolverine's brand story."

BKLYN Dry Goods created the concept and design of the permanent location, with familiar pop-up store features like wooden beams that were part of Wolverine's original tannery dating back to the late 1800s, as well as a wall of 170 vintage shoes lasts, featured alongside other new design elements that will bring Wolverine's long history to life.

"After the success of the Wolverine Company Store pop-up, we are excited and honored to continue our partnership with Wolverine," said Jahn Hall of BKLYN Dry Goods. "Taking inspiration from many of the elements that made the pop-up project a success, we're hoping to continue to inspire the look and feel of Wolverine retail and look forward to welcoming Wolverine to New York City and a new, permanent home."

In addition to the full men's and women's collections of Wolverine 1000 Mile and Wolverine No. 1883 (including the brand's collaborations with Samantha Pleet and Filson), the store will showcase items from other like-minded heritage brands including Filson, Tellason denim, Samantha Pleet, Left Field NYC and Tanner Goods, alongside an unique selection of vintage items from BKLYN Dry Goods.

Wolverine plans to host an array of events to celebrate its first permanent stand-alone presence in New York; additional details will be released in the coming months.

The Wolverine Company Store, located at 256 Elizabeth St., between Prince and Houston.
This ad will auto-close in 10 seconds