Hickey Freeman's New Brookfield Place Store Points To A New Direction
March 10, 2016
It's been tough going for Hickey Freeman in recent years what with changes of ownership and creative direction coupled with some uncertainty in the men's suit business that has caused a store like Barney's New York to dramatically reduce the space devoted to the category it built its business on to one measly floor in its Madison Avenue flagship —from the original three. Things seem to have stabilized at Hickey, however, and to prove it, the label has opened a modest but noteworthy new store at Brookfield Place right in the middle of the neighborhood where suit-wearing has never wavered. Not a big flashy flagship, the 900 square foot store is devoted to the company's made-to-measure division, a service that falls just short of full custom tailoring, but allows customers to make their own fabric and model choices as well as offers special sizes and fit adjustments that can minimize final alterations. Though there is a selection of ready-to-wear items showing the company's updated look, the new concept store also displays 180 bolts of fabric for tailored clothing and shirts as a part of its sleek, design. It is the first Hickey Freeman retails store created by the brand's new management, Grano Retail Holdings which purchased Hickey Freeman's assets including its famed Rochester NY factories, as well as a long-term license for the brand name which still belongs to Authentic Brands Group. It's a complicated arrangement, but it has kept one of America's great menswear brands alive after a couple of bankruptcies of its past parent companies Hartmarx and HMX. New management is dedicated to revival, and chose Brookfield Place to join in the renewal of lower manhattan but also to give the label more visibility in a market where it believes it is underrepresented. The other obvious part of the store's goal is to show off Hickey's new fashion direction, “. . .so when retailers come through New York City, they can see how we display and present it,” Grano CEO Stephen Granovsky tells WWD.
But what of the Madison Avenue flagship between 54th and 55th Streets? Shouldn't that be the site of brand's high-profile re-introduction? It turns out that that store continues to be owned and operated by a different company controlled by Hickey Freeman former CEO which accounts for its more traditional look and ambiance. That state of affairs may change in the future, but Grano is actively looking for looking for more New York locations to open stores of about 1,500 square feet as well as continue to grow Hickey Freeman's business in the specialty store channel that has historically been its strong suit (no pun intended). The Upper East Side is another target location, so perhaps we will soon see Hickey going head to head with Italian powerhouses like Brioni, Isaiah and Cesare Attolini. If it can stand up to to that rarefied competition, then its future should be as bright as its new yellow logo design.
Hickey Freeman Opens Made-to-Measure Store at Brookfield Place (WWD)