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Rhone Forges Ahead With New Store Plans

Rhone is continuing its move into the physical realm with a new flagship store in New York City’s Flatiron district.

The digitally native men’s performance lifestyle brand, known for its workout-meets-work-from-home gear, announced the opening of its newest brick-and-mortar this month, broadening its Manhattan footprint beyond its Midtown and Hudson Yards stores. The opening will be followed later this spring with the label’s first storefront in Boston.

Located on Fifth Avenue, the store will expand the brand's existing NYC footprint.
Located on Fifth Avenue, the store will expand Rhone’s existing NYC footprint. Rhone

According to Rhone, the 1,500-foot NYC location, situated on Fifth Avenue, will offer unique in-store experiences that aim to “demonstrate the entire sphere of living a performance lifestyle.” Home gym provider Tonal’s workout equipment and personal training programming will be featured in store for customers to use, and in a bid to foster a sense of community, the company will kick off a monthly run club.

“Our focus has always been on how Rhone can add value and create a sense of community for our customers,” co-founding CEO Nate Checketts said. “With these two retail locations, we’re deepening our commitment to meeting customers where they are, establishing meaningful, in-person connections, and providing top-notch experiences.”

The store’s “crisp and modern” architecture and décor underscore Rhone’s technical roots, using a mix of cool metals and blonde woods chosen by Retail Design Collaborative’s Virginia Maggiore, it said. Furniture from Herman Miller and Design Within Reach will contribute to the space’s clean lines and minimalist aesthetic.

Rhone's Flatiron flagship was designed in partnership with Retail Design Collaborative’s Virginia Maggiore.
Rhone’s Flatiron flagship was designed in partnership with Retail Design Collaborative’s Virginia Maggiore. Rhone

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According to Rhone, the Big Apple is just the first stop on the spring expansion tour. Later this season, the company will open its doors on Newbury Street in Boston, one of the city’s premiere shopping destinations. Described as “quaint” and “intimate”—a departure from the Flatiron flagship’s sprawling showroom floor—the store will nonetheless carry a full assortment of Rhone products, including activewear, undergarments and the Commuter Collection of staples suitable for the office or remote work. Rhone also has plans to launch limited-edition T-shirts that will be sold exclusively at its physical stores as a celebration of the new spaces.

Both of Rhone's new stores will carry activewear, undergarments, the brand's Commuter Collection and more.
Both of Rhone’s new stores will carry activewear, undergarments, the Commuter Collection and more. Rhone

Rhone’s new stores are committed to following city regulations to ensure consumer safety, including operating at reduced capacity, disinfecting dressing rooms after each use, and providing store associates with the proper PPE and training to protect shoppers and put them at ease after a year of intermittent retail lockdowns. They will be offered free, branded face masks at the door to ensure their safety while browsing, and curbside pickup will also be available at all store locations.

The moves come just as shoppers are beginning to feel more comfortable venturing out to the stores. With more people vaccinated each day, U.S. consumers are 8 percent more likely to feel safe returning to retail this month than they were in January, according to Deloitte. Coupled with the third round of stimulus payments, which are hitting many American consumers’ bank accounts this month, physical retail could stand to see a bit of a bump this spring, it said.