Earlier this week, Victoria Beckham revealed that her eponymous fashion and beauty line has made a profit for the first time in its 18-year history (she founded the label in 2008, and has hosted runway shows in Paris, New York and its native London). Those profits amounted to 7.3 million, something bolstered by her critically lauded beauty line, which launched in 2019. ‘We have all worked hard for a long time for this moment of profitability and growth,’ she told the Financial Times.
It feels an apt moment, then, for Beckham to open the doors to the brand’s second permanent home, an outpost in New York’s SoHo district. Designed as a companion to her 2014-opened London flagship on Mayfair’s Dover Street – a two-storey conversion in sleek planes of polished concrete by Farshid Moussavi Architects – the New York address was overseen by artist Alexander May and designer Ole Lund of LNP, drawing on the distinctive cast-iron, post-industrial architecture of the neighbourhood.
‘I really wanted the SoHo store to honour the building’s unique character and give the space a distinctly New York sensibility,’ Beckham tells Wallpaper*. ‘We did this by keeping some of the original features and drawing inspiration from the art deco world of Tamara de Lempicka.’ (De Lempicka, a Polish art deco artist known for her bold, stylised portraiture, inspired Beckham’s A/W 2026 collection shown at Paris Fashion Week earlier this year). ‘At the same time, it needed to feel unmistakably Victoria Beckham – warm, intimate and like an extension of the house.’
‘Our starting point was to create a distinctly New York expression of the Victoria Beckham world: precise and confident, but also intimate and welcoming,’ add May and Lund. ‘We preserved the original character of the SoHo building and introduced a disciplined palette of mineral tones, burgundy, marble, timber, lacquer and velvet, balancing the strength of the architecture with softer, more tactile elements.’ Beckham describes it as a clash of ‘masculine and feminine’, a juxtaposition which also runs through her runway collections.
Much of this mood is created through May and Lund’s curation of furnishing and textiles, which add a feeling of richness to the otherwise simple, wood-floored space. Velvet drapery and curtains, created in collaboration with The Shade Store, line the space’s entranceway, while bespoke sculptural, curving sofas were designed by Pierre Augustin Rose. Elsewhere, a pair of monolithic marble counters intersect the space, used to display accessories and beauty, while a Gio Ponti lantern hangs over the entranceway staircase. Paints draw on the palette of London-based company Farrow & Ball.
The store’s opening coincides with New York Fashion Week, which begins next week (10-15 September) and will feature a number of other big-name retail launches, including a vast new Moncler store on Fifth Avenue and a new Acne Studios address in the West Village. They are part of a bricks-and-mortar luxury retail renaissance in the city, which is largely centred around Fifth Avenue and Madison Avenue, bolstered by ‘mega-flagships’ like the four-floor Peter Marino-designed House of Dior New York, which opened in 2025 on the corner of East 57th Street and Madison. In April, property company Savills placed New York as the top city for luxury retail openings for the first time since 2019.
‘New York is where I started my brand, showing my collections there for the first time in 2008, and it’s also where I launched my beauty business,’ says Beckham of the city, where she showed for a decade before shifting to London in 2018. ‘Today, my teams are based in London and New York, so to now have retail spaces in both cities feels incredibly special and exciting. They are two places that have truly become home to my brands.’
Victoria Beckham New York, 150 Mercer Street, New York, NY 10012.