Herschel Supply’s new flagship New York store pays homage to the company’s Vancouver roots

The store will feature custom-designed cedar sculptures, as well as work from a Vancouver photographer

It’s been a bit of an up and down few years for Vancouver-based bag manufacturer Herschel Supply. After laying off some 25 percent of its workforce in the wake of the pandemic, the company seems to have rebounded in recent years with some fairly aggressive expansion across North America.

In late November, Herschel opened its first permanent U.S. store in New York City’s Flatiron District. Today, the company has two other outlets in the state of New York, along with a Santa Monica store coming soon and, announced recently, a second store in NYC.

This one, purported as the flagship location, is situated at 543 Broadway in SoHo and is part of the company’s strategy to bring its in-store and website revenue up closer toward its wholesale numbers. Niko George, director of global retail at the company, told Modern Retail last year that about 80 percent of the company’s revenue comes from wholesale.

The store will also revolve around the the theme “from the coast,” and will pay homage to the company’s Vancouver roots. This will be done by incorporating natural western red cedar within the space and by featuring nine custom-designed cedar sculptures crafted in Vancouver. There are also photographs by Vancouver-based photographer Stephen Wilde.

“Opening a store in SoHo is a testament to Herschel’s growth and our commitment to sharing our vision with the world,” said Lyndon Cormack, co-founder & managing director of Herschel Supply, in a release. “It’s an achievement that stands tall in our brand’s timeline.”