FitFlop's new retail concept debuts in the brand's first US store


A brand, living its best life in NYC.

FitFlop is a brand that’s always on the move and exploring new ideas – just like it’s consumers. With a revitalized brand identity in toe and ambitious global expansion plans in sight, we worked with the brand to bring their new lifestyle proposition to life, with a bold new retail identity.

Debuting on the stylish, relaxed Mercer Street in SoHo, New York - FitFlop's first standalone store in the US, is a place where new styles await and a new lifestyle is ready whenever you are. A modern retail interior design that speaks directly to the mantra of ‘there’s a whole world out there, waiting to be explored...’. A new store concept for FitFlop that says, "come in and browse at your leisure". Take on the world and ‘try new things’ – in your own way and in your own time.

This is a definitive moment, as a new chapter begins with the opening of our first standalone store in the region and the first in the world with our new retail concept.

Gianni Georgiades, CEO FitFlop

A commercially successful retail roll-out

As FitFlop's new retail concept continues its international roll-out across regions like Malaysia, Thailand, Abu Dhabi and Australia - the brand has managed to secure prime retail locations and is seeing an amplified growth trajectory, as new audiences discover the benefits of their products game-changing comfort in-store.