UK-based multi-channel retailer Wolf & Badger has opened the doors to its first US retail outpost.

Situated on Grand Street in New York City’s fashionable SoHo district just steps from notable brands, such as Alexander Wang, Acne, Dior and Saint Laurent, Wolf & Badger’s inaugural foray into the American market is a 2,500 square foot, multi-level and multi-purpose space strategically designed to be an unforgettable retail destination and experience to complement its award-winning online marketplace.

Founded in 2010 by brothers, George and Henry Graham, Wolf & Badger has taken the industry by storm, revolutionizing the online and offline retail space by bringing the best, under-the-radar brands from the UK and beyond to light. This is the cornerstone of Wolf & Badger’s success: By introducing consumers to an extensive, but curated, roster of over 700 emerging brands from around the world, Wolf & Badger has been able to create a mutually beneficial and sustainable environment in which the brand garners necessary exposure and the consumer discovers something unique and exciting.


As George Graham, co-founder and chief executive offiicer of Wolf & Badger, explains: “Shoppers are bored of seeing the same designer brands on every street and in every mall around the world, as well as on every e-commerce site they visit. Instead of bringing them more of the same, we are proud to introduce customers to the most unique, individual and exciting independent brands out there. Brands that they would not have previously seen but that will soon become their firm favorites. It is a really refreshing proposition and is something that has allowed us to build a very loyal customer base.”

“We can both support and nurture the most talented designers of tomorrow and also enable customers to make more exciting, individual purchases rather than being stuck always with the same obvious and boring choices,” continues Henry Graham, co-founder and creative director of Wolf & Badger.

To wit, Wolf & Badger’s Grand Street will introduce New York consumers to a highly curated selection jewellery brands from the UK on the main and lower levels of the US store. Brands joining Wolf & Badger stateside include Kasun London, GFG Jewellery, Latelita London, Astrid & Miyu and Alexa K to name but a few.

The Grand Street location will utilise Wolf & Badger’s ‘serviced retail’ concept to launch, promote and support these new and emerging brands in the U.S.  Under this model, participating designers will have access to key business services – such as, creative and merchandising consultancy, retail advice, press and marketing support – thus ensuring their short- and long-term success.

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Editor, Professional Jeweller