A new retail concept championing designers from Down Under is set to make its American debut, planting its flag in the heart of SoHo. WeWearAustralian, a multi-brand retailer, has secured a lease at 69 Mercer Street, bringing a curated collection of Australian fashion to one of New York City’s most iconic shopping districts.
The store will occupy a 5,000-square-foot space split between the ground floor and a lower level, nestled between Spring and Broome Streets. This area places it among a bustling corridor of high-end boutiques, art galleries, and popular restaurants, making it a prime location to attract both discerning locals and international tourists frequenting the neighborhood. SoHo has long been a magnet for brands looking to make a splash in the U.S. market, with its cobblestone streets and cast-iron architecture providing a picturesque backdrop for the ultimate shopping experience.
The arrival of WeWearAustralian signifies a growing trend of international collectives choosing SoHo for their foundational U.S. outposts, following openings like the TAG Heuer flagship on Prince Street. The Mercer Street location itself is part of a portfolio of historic buildings that have seen significant investment, similar to the recent $53 million acquisition of 61-63 Crosby St. by Vertex.
A new retail concept for SoHo
WeWearAustralian introduces a unique business model that challenges the traditional wholesale system. Instead of requiring brands to meet large minimum order quantities, the store operates as a U.S. distributor, charging designers for the rack space they occupy. This model provides a lower-risk entry point for independent Australian brands to test the waters and build a customer base in the competitive American market.
The concept was born from a successful trunk show that founders Richard Poulson and Kelly Atkinson, a married couple, organized for a group of Australian designers during New York Fashion Week. The response was overwhelming, confirming their belief in the strong American appetite for Australian style.
We learned then that there is huge demand for Australian brands. We had 1,000 people through the doors and did nearly $500,000 in sales in three days.
This direct-to-consumer feedback provided the proof of concept needed to invest in a permanent brick-and-mortar presence. The model allows brands to maintain control over their pricing and inventory while gaining exposure to a global audience in a premier location.
From pop-up success to permanent presence
The journey from a temporary trunk show to a permanent SoHo storefront reflects a wider trend in retail where brands leverage short-term activations to validate market demand before committing to long-term leases. For WeWearAustralian, the data gathered was undeniable. The pop-up not only generated significant revenue but also created a buzz around the featured designers.
Australian fashion has been gaining international recognition for its unique blend of sophisticated tailoring, relaxed silhouettes, and high-quality materials. According to the Australian Fashion Council, the industry contributes more than AUD$27.2 billion to the Australian economy annually, with exports being a key area of growth. Initiatives like WeWearAustralian are crucial for helping small to medium-sized enterprises tap into lucrative overseas markets like the United States, which remains one of the largest consumer markets in the world.
Ian Lerner, senior director of Cushman & Wakefield, who represented the brand in the lease negotiations, noted the innovative nature of the business. “We are thrilled to have secured this exceptional SoHo location for WeWearAustralian's U.S. launch,” Lerner said. “This deal introduces a distinctive and innovative retail concept to one of New York City’s most dynamic shopping districts.” The high foot traffic and concentration of fashion-forward shoppers in SoHo provide an ideal environment for this venture.
A springboard for national expansion
The SoHo store is just the beginning for Poulson and Atkinson. Their ambitious plans include opening three additional stores in key U.S. markets within the next four years. The company is targeting Dallas, Miami, and Los Angeles for its next locations, cities chosen for their distinct and vibrant retail scenes and diverse customer bases.
Los Angeles, with its connection to celebrity culture and a climate similar to Australia, offers a natural market for beach-inspired and resort wear brands. Dallas is a growing hub for luxury consumers, while Miami provides a gateway to the Latin American market and is a major tourist destination. This strategic expansion plan aims to build a national footprint, allowing WeWearAustralian to cater to a wide range of American consumers.
This move is part of a broader push by Australian businesses to expand internationally, with some Canadian provinces even offering incentives to attract foreign enterprises, such as Brampton's free transit passes for youth which can help employees of new businesses. While a different sector, it shows the creative ways cities and regions are attracting new investment.
Lerner believes the model is perfectly suited for its new home. “WeWearAustralian provides a unique platform for Australian brands seeking to enter the U.S. market, and 69 Mercer Street offers an ideal setting to showcase these brands to a global audience,” he said.
