Varley, the contemporary fashion brand for the modern woman, celebrated the grand opening of its first U.S. flagship store at 402 West Broadway in SoHo, New York with an exclusive launch event.

The evening featured a live DJ set by Amrit Tietz and custom in-store embroidery by female-founded Abbode Embroidery, adding a personalized touch. Notable guests included Charlotte Groeneveld, Arielle Charnas, Julie Sariñana, Mary Leest, and Jennifer Fisher, jewelry designer and owner of the neighboring store.

The event was not just a celebration of the new store, but a reflection of Varley’s commitment to both style and community, offering a new destination for shoppers in one of New York’s premier retail districts.

The store’s concept, developed in collaboration with HÁM Interiors, reflects Varley’s dedication to creating warm, inviting spaces that instill confidence. Natural materials, curated artworks, and bespoke furniture seamlessly blend the design aesthetics of London and Los Angeles, while nodding to the vibrant spirit of New York. The 2,200 sq ft. store is designed to enhance the shopping experience, with soft seating, large private fitting rooms, and an emphasis on personal service, including in-store styling.

Founded in 2014 by husband-and-wife team Lara and Ben Mead, Varley is renowned for its elevated wardrobe staples, blending refined knitwear with outerwear, trousers, sweatshirts, and active essentials, designed to complement the evolving lives of women.

Images courtesy of Varley