Vera Bradley | Soho Flagship

In August of 2016, Vera Bradley opened their very first flagship store in New York City. Located in SoHo at 411 West Broadway, the store’s opening not only stakes Vera Bradley’s presence in and claim on New York City, but it also serves as a statement from the brand, marking it as one that is versatile and innovative enough to keep up with the city’s fast pace.

The staff at NYU.Fashion had the pleasure of hosting their meeting at the store, and received a tour from the co- director, Catherine, who gave us an insider peek into all that the new location has to offer.

The front of the store showcases chic handbags and backpacks, which feature bold geometric shapes and metallics, as well as beautiful floral embroidery that gestures to the brand’s long-standing history of incorporating bright color into their designs.

Venturing further into the back of the store, one uncovers a cozy seating area, (for all those unfortunate victims of a loved one’s shopping sprees) set amongst welcoming foliage and across from a Sugarfina bar. 

Sugarfina creates boutique candy for adults, including but not limited to champagne and “rosé all day” gummy bears. The store even includes a wall of Vera Bradley's four fragrances, which few even know that the brand carries.

To the right side of the flagship, there is a room made “for the classic Vera Bradley fan,” bursting with the color of their classic designs.

Various lifestyle products–the coloring book and christmas ornaments were my personal favorites–are displayed on a ping pong table; the set-up is an homage to the brand's founding story, as the first Vera Bradley bag was constructed on a ping-pong table by the company’s founders.

The purchasing experience is also designed to be more open than in other stores, seeing as the cash register countertop creates no divide between the client and the sales assistant. 

Everything about the store is made to foster a warm and friendly environment, a concept which is perpetuated by the incredibly attentive and personal care offered by the store’s employees. Vera Bradley’s flagship offers a truly welcoming shopping experience regardless of whether you are looking for their classic or modern designs, and surely is a stop to make as we prepare ourselves for the overwhelming shopping rush that the holiday season is to bring soon!

Written by: Katherine Borkov