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It didn't take long for Smith & Butler, which shuttered in February, to get replaced in Cobble Hill by another brand that focuses on heritage. WWD reports that WP Lavori, a fashion company from Bologna, Italy, will open its doors to the neighborhood—and to the U.S. for the first time—on Friday.
While it may seem strange that a relatively unheard-of name, at least in this part of the world, would skip over Soho or the West Village for an outer borough, creative director Andrea Cane said that Cobble Hill shoppers are comparable to who enters their European stores.
"Manhattan is very competitive," Cane told the paper. "You go there when you've proven yourself in a smaller neighborhood." He also added that Cobble Hill is a more "relaxed place to shop."
The 1,700 square-foot space will feature apparel and accessories for both men and women, with womenswear taking up the front half. Alongside the WP label will be Woolrich John Rich & Bros and Baracuta, which the company has licenses for, as well as Pendelton, Velva Sheen, Hudson, and Shinola.
This Cobble Hill store is that start of what will be a large push into the United States market for the company, with WP Lavori opening more flagships along the East Coast and Woolrich headed for cold-weather cities on both coasts. But because they're "totally unknown" in the U.S., according to Cane, "it will take time."
· WP Lavori to Open First U.S. Store [WWD]
· WP Lavori [Official website]