Retail Merchandiser - January/February 2015 - 42

Woolrich

With the fanfare deserving of a legendary brand such as
Woolrich, the company opened its first-ever flagship retail
location in the United States in mid-September. "We've always been believers that brick-and-mortar should be a bigger piece of our business," Brayton says.
The new flagship store is in the Soho neighborhood of
New York City, and Brayton says Woolrich is very pleased
to have a presence in a city that is so important for the com-

pany in many different ways. Not only are many of Woolrich's employees based in New York City, Brayton says, but
the city's status as one of the centers of the fashion world
meant it was important that Woolrich have a physical presence in the city. "The stars just sort of aligned for all of that
to come together," Brayton says.
The flagship store showcases all of Woolrich's collections,
including men's and women's apparel as well as the company's famous blankets. Brayton says the open layout of
the store and the design connects it to the core strengths
of the brand in a way that makes customers feel their own
connection to Woolrich immediately. "There's some vintage
furniture that we're showcasing in the store that lends itself
to our heritage, as well," Brayton says, adding that the store
is laid out to showcase the company's blankets, which are a
major part of the company's heritage. "We felt that was very
important to centerpiece."
The store's open-floor concept also creates a very customer-centric atmosphere that Brayton says appeals to shoppers
from all over the world. "It has sort of an international panache to it in the sense that we're offering a lot of products
that we think are right not only for American customers,
but customers globally," he says.

Online Presence
Woolrich redefined its brick-and-mortar experience for
shoppers in 2014, but the company also experienced a renaissance in its Internet presence last year, as well. Brayton
says the company launched a redesigned e-commerce site in
2014, and the new site offers customers a streamlined experience that showcases all of the Woolrich labels and brand
experiences in a single place.
Brayton says the goal of the new site design was to
demonstrate to customers that the Woolrich brand is more
flexible and elastic than they might believe by showing off
all of its labels and product lines equally. "That's the biggest
42

RETAIL-MERCHANDISER.COM

January/February 2015


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
Retail Merchandiser - January/February 2015 - 5
Retail Merchandiser - January/February 2015 - 6
Retail Merchandiser - January/February 2015 - 7
Retail Merchandiser - January/February 2015 - 8
Retail Merchandiser - January/February 2015 - 9
Retail Merchandiser - January/February 2015 - 10
Retail Merchandiser - January/February 2015 - 11
Retail Merchandiser - January/February 2015 - 12
Retail Merchandiser - January/February 2015 - 13
Retail Merchandiser - January/February 2015 - 14
Retail Merchandiser - January/February 2015 - 15
Retail Merchandiser - January/February 2015 - 16
Retail Merchandiser - January/February 2015 - 17
Retail Merchandiser - January/February 2015 - 18
Retail Merchandiser - January/February 2015 - 19
Retail Merchandiser - January/February 2015 - 20
Retail Merchandiser - January/February 2015 - 21
Retail Merchandiser - January/February 2015 - 22
Retail Merchandiser - January/February 2015 - 23
Retail Merchandiser - January/February 2015 - 24
Retail Merchandiser - January/February 2015 - 25
Retail Merchandiser - January/February 2015 - 26
Retail Merchandiser - January/February 2015 - 27
Retail Merchandiser - January/February 2015 - 28
Retail Merchandiser - January/February 2015 - 29
Retail Merchandiser - January/February 2015 - 30
Retail Merchandiser - January/February 2015 - 31
Retail Merchandiser - January/February 2015 - 32
Retail Merchandiser - January/February 2015 - 33
Retail Merchandiser - January/February 2015 - 34
Retail Merchandiser - January/February 2015 - 35
Retail Merchandiser - January/February 2015 - 36
Retail Merchandiser - January/February 2015 - 37
Retail Merchandiser - January/February 2015 - 38
Retail Merchandiser - January/February 2015 - 39
Retail Merchandiser - January/February 2015 - 40
Retail Merchandiser - January/February 2015 - 41
Retail Merchandiser - January/February 2015 - 42
Retail Merchandiser - January/February 2015 - 43
Retail Merchandiser - January/February 2015 - 44
Retail Merchandiser - January/February 2015 - 45
Retail Merchandiser - January/February 2015 - 46
Retail Merchandiser - January/February 2015 - 47
Retail Merchandiser - January/February 2015 - 48
Retail Merchandiser - January/February 2015 - 49
Retail Merchandiser - January/February 2015 - 50
Retail Merchandiser - January/February 2015 - 51
Retail Merchandiser - January/February 2015 - 52
Retail Merchandiser - January/February 2015 - 53
Retail Merchandiser - January/February 2015 - 54
Retail Merchandiser - January/February 2015 - 55
Retail Merchandiser - January/February 2015 - 56
Retail Merchandiser - January/February 2015 - 57
Retail Merchandiser - January/February 2015 - 58
Retail Merchandiser - January/February 2015 - 59
Retail Merchandiser - January/February 2015 - 60
Retail Merchandiser - January/February 2015 - 61
Retail Merchandiser - January/February 2015 - 62
Retail Merchandiser - January/February 2015 - 63
Retail Merchandiser - January/February 2015 - 64
Retail Merchandiser - January/February 2015 - 65
Retail Merchandiser - January/February 2015 - 66
Retail Merchandiser - January/February 2015 - 67
Retail Merchandiser - January/February 2015 - 68
Retail Merchandiser - January/February 2015 - 69
Retail Merchandiser - January/February 2015 - 70
Retail Merchandiser - January/February 2015 - 71
Retail Merchandiser - January/February 2015 - 72
Retail Merchandiser - January/February 2015 - 73
Retail Merchandiser - January/February 2015 - 74
Retail Merchandiser - January/February 2015 - 75
Retail Merchandiser - January/February 2015 - 76
Retail Merchandiser - January/February 2015 - 77
Retail Merchandiser - January/February 2015 - 78
Retail Merchandiser - January/February 2015 - 79
Retail Merchandiser - January/February 2015 - 80
Retail Merchandiser - January/February 2015 - Cover3
Retail Merchandiser - January/February 2015 - Cover4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20171112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170304
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_globalsen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_nextgen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910
http://www.nxtbook.com/nxtbooks/phoenix/rm_20140708_reprint
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130506
http://www.nxtbook.com/nxtbooks/phoenix/rm_mediakit2013
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20121112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20111112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20110910
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110708
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_50thanniversary
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110506
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110304
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20110102
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20101112
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100910
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100708
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100506
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100304
http://digital.retail-merchandiser.com/nxtbooks/redcoat/rm_20100102
http://www.nxtbookMEDIA.com