- Dale Arden Chong
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Swedish socks, underwear, and swimwear brand Happy Socks is deepening
its roots in New York City with the opening of its latest retail store in
Union Square. According to an announcement from the company, this will be
its second-largest location in the United States.
The company’s fifth New York City retail space—and eighth in the
U.S.—opens on Feb. 18 at the corner of Union Square’s notorious farmers
market and iconic retailers including Paragon Sporting Goods.
The 753.5-square-foot space features the playful colors akin to Happy
Socks’ image and will be stocked with all of the brand’s categories.
“This small strip on Broadway, just next to Union Square, is a shopping
destination and an important spot for our brand to be on,” said Happy
Socks’ head of retail Aleksander Milenkovic in a statement. “It’s very rare
to find vacancies here and when we got the opportunity, we jumped on it. We
will use the space to create an inspiring store with parts of our new
concept showcasing the full range. We have very high expectations for this
store…and we hope it will be a great showcase for the brand.”
With five stores located in New York and three in Los Angeles, Happy
Socks is making a claim to the U.S. market beginning with its largest
cities. The combination of international visitors and local consumers in
New York will be a profit driver as well as a vital look to the world for
the brand. Happy Socks has plans to open additional stores in New York and
the U.S. for the next three years.
Images: Courtesy of Happy Socks
