Having recently unveiled stores in Boston, San Diego and Costa Mesa, Calif., Ann Taylor has debuted a New York one on lower Fifth Avenue.
The just-opened Flatiron district outpost was buzzing Tuesday morning with influencers, who were browsing the racks, posing with an “AT❤️NY” newsletter and chatting over mugs of coffee. Ann Taylor executives dressed for the occasion in some of this season’s latest finds, and even the DJ played up the holiday spirit in a metallic-colored sequin top. Actress Katie Holmes, who is currently starring in “Our Town” on Broadway, also made an appearance. Having appeared in 2011 in an Ann Taylor advertising campaign, she turned up as a nod to the company’s 70th anniversary and its evolution. To that point, there was an in-house film crew interviewing editors and influencers about their Ann Taylor purchases for job interviews, first dates and internship attire. The New York-based former “Dawson’s Creek” star’s mix-and-match style is in line with Ann Taylor’s “My Style My Statement” message of individualism.
Richie Jolivette at the Ann Taylor preview.
Jason Crowley/BFA.com/Courtesy Ann Taylor
Bill Miller, chief marketing officer for Ann Taylor, Loft, Talbots and Haven Well Within, said, “It was fun having Katie Holmes here today. It was a nice reflection of where we’ve been and where we’re going. She told me she had a lot of fun shopping. She put it together in her own way. That’s what’s really cool about Ann Taylor too. It’s really about elements that you can personalize.”
Located between East 20th and 21st Streets, the Fifth Avenue store rests in a well-trafficked shopping area. Ralph’s Coffee, On, Alo and Hoka are among the retailers nearby. There are also boutique fitness clubs like Barry’s Boot Camp, which keep the area’s pedestrian flow going. Video footage is featured in the street-front windows to attract attention at all hours. Tailored styles — what the brand has been known for — and holiday looks have been early strong performers. Ann Taylor is also seeing an influx of mother-and-daughter shoppers, according to Miller. The Fifth Avenue location is the first to debut in New York City since January 2022 as the company continues to eye international growth.
Ann Taylor is part of the KnitWell Group, a $6 billion entity, which includes Chico’s, Haven Well Within, Talbots, Lane Bryant, Loft, Soma and White House Black Market. Earlier this fall, Ann Taylor and Loft returned to Canada in a big way through an agreement with Centric Brands LLC and Hudson’s Bay. As of late September, 30 Ann Taylor shops and 60 Loft shops had opened inside Hudson’s Bay department stores across Canada. That was the first time in four years that they were being sold in Canada. Ann Taylor and Loft products are also being sold online through Hudson’s Bay at thebay.com. Centric, which acts as the distribution partner for Canada, buys product from the same Ann Taylor and Loft range that is carried in the brands’ stand-alone stores.
Ann Taylor has a long history in New York, having first opened a 57th Street store in 1973. Five years later, it unveiled a 12,000-square-foot flagship that included a third-floor restaurant. Before the pandemic struck, the brand had three locations in Manhattan — in the Flatiron district, on Madison Avenue and in Rockefeller Center. While online sales continue to fuel growth, having shoppers be able to check out Ann Taylor’s cashmere, merino wool or sequin options in person is a benefit of in-store shopping, Miller said. “It’s so important that the product comes to life in a different way.”
Near the dressing rooms, shoppers can swipe an oversize screen to review and request products that will be delivered by sales associates, or check out Ann Taylor’s Instagram. There are also places to lounge around nearby in the 3,327-square-foot store.
The new store offers holiday styles like tartan blouses and other unexpected twists on classics.
Jason Crowley/BFA.com/Courtesy Ann Taylor
Housed in a landmarked Beaux Arts building that was once part of the “Ladies’ Mile” historic district (a prime shopping area at the end of the 19th century), the outpost was remodeled after Cole Haan moved out. Shoppers will find such online exclusives as Ann Taylor’s full cashmere collection and its Studio collection. Petites, which are not always easy to find in specialty stores, are also offered in the Flatiron location, as well as the brand’s Weekend collection. On Nov. 23, the first day that the space was open to the public, the Flatiron location was the company’s top-performing store. For this Saturday’s grand opening event, custom monogramming and floral bouquets will be offered to shoppers among other things. Trunk shows and other special events are being planned for next year.
