- The Plus Awards
Naturalizer, a division of Caleres, will open two new flagships in Chicago’s and New York’s coveted shopping arteries—State Street and 34th Street (near Herald Square), respectively—this spring. Going beyond traditional brick-and-mortar stores and inspired by loft living, the locations are designed to engage consumers and will feature comfortable try-on areas and a pop-in shop experience, the N Shop, showcasing an evolving assortment of curated artisanal accessories and beauty products from its women-run business partners.
“For nearly 100 years, Naturalizer has been committed to designing shoes with style that truly fit how women live their lives,” states Jay Schmidt, division president of Caleres Brand Portfolio. “The spaces draw inspiration from our beginnings and have been carefully cultivated to reflect our heritage with modern twists, and in doing so, drive deeper engagement with Millennials and Gen Xers—our fastest-growing consumer segments.”
Timed with these store openings is the debut of 27 EDIT, Naturalizer’s line of premium footwear with elevated design, materials and construction. A nod to the brand’s heritage, 27 represents nearly a century of pure style and innovation since 1927, while EDIT demonstrates an understanding of how the Naturalizer woman lives: simply and elegantly, curating items that stand the test of time. This collection will be sold exclusively at Naturalizer flagship locations and select retailers. Naturalizer will also introduce a new line of branded handbags and small leather goods.
“This signature line is a celebration of our finest craftsmanship and is our most progressive and essential collection yet,” says John Malpiedi, senior vice president, general manager Naturalizer. “Each perfectly curated style is artfully designed for now, and designed to last.”
“Our mission with the launch of these stores is to foster and maintain closer relationships with our customers and create the ultimate destination for discovery,” says Brad Adams, senior vice president of Naturalizer Retail. “New York and Chicago are both huge markets for the brand. We’re excited to bring this elevated experience to our great customers in these markets as well as introduce the brand to new customers.”