New York & Company has a “new lease on life” that’s bigger than ever. The now digital-only women’s apparel, footwear and accessories retailer debuted its largest collection to date this fall and its first foray into men’s wear.
“Created and edited for the man who brings an easy cool vibe to the city,” the 150-item collection offers everyday wardrobe essentials like T-shirts, sweaters, fleece hoodies, joggers, pants, jackets and bags.
Like New York & Company’s assortment for women, denim is a key category in the men’s range. Fits include bootcut, skinny, slim and relaxed in versatile washes spanning light and medium indigo to faded gray. Fabrics with 2 percent stretch add a comfort factor.
The men’s collection is offered in sizes S-XXL for tops and 30-40 for pants and jeans. Retail prices range from $29.95-$129.95.
The company’s expansion into men’s follows its August 2020 sale to The Saadia Group LLC, a leader in multi-category product manufacturing, wholesaling and retailing that spearheaded Lord & Taylor’s revival earlier this year. Saadia purchased New York & Co. and sister brand Fashion to Figure, a plus-size retailer, for $40 million. The move took the labels’ distribution solely online and closed more than 300 stores.
Along with men’s wear, New York & Company is strengthening its footwear assortment. In September, the company will introduce a women’s footwear collection that was designed in-house, a first for the brand, which onboarded a shoe designer to ensure the 85-item assortment was both on-brand and on-trend. The line features flats, mules, pumps, booties and boots in trending prints such as houndstooth, snake print and leopard.
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Footwear, which will retail for $39.95-$119.95, will be available in sizes 6-11, including half sizes for the first time. The brand tapped model Chanel Iman to front its launch campaign.
“We wanted the footwear to not only complete her wardrobe, but also have the same inspiration as the rest of the New York & Company brand,” said Jack Saadia, principal and co-founder of The Saadia Group. “Our customer loves a complete look and we wanted to make her feel confident from head to toe.”
Mirroring the strategies of fashion brands like Levi’s and Gap, shoppers will also find home goods from New York & Company later this year.
According to Saadia, now is the right time to “evolve with our current customers and also invite new customers to join the brand.”
He added that the retailer’s new focus on digital allows it to offer “constant newness” and stock more exclusive sizing such as petite, average and tall in more categories. Next up, the brand will focus on enhancing the user experience through different marketing initiatives including video, influencer collaborations and curated landing pages.
“We are committed to build upon our legacy and carry the brand into a new digital age,” he said.