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Back in February, we heard that Acne would be opening a new store at 33 Greene Street, about half a block away from the store it already has at 10 Greene Street. While it was unclear at the time what would happen to that location, this morning WWD reports that the brand will shutter it to make room for the new, larger one.
WWD explains: "The move is part of a strategy by the Swedish denim and contemporary sportswear label to take direct control of its U.S. business, which it initiated last year by assuming distribution rights here from former distributor, Want Agency." That all makes sense, since Acne recently expressed a desire to kick things up a notch with a new location and shop-in-shops inside major department stores. The new spot is slated to open in May, and will stock the brand's men's and women's collections, as well as shoes and accessories.
· Acne Opening Larger New York Store [WWD]
· South Soho's About to Get a Lot More Acne [Racked NY]
· Storecasting [Racked NY]