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Kat the Label Opens First New York City Store

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Kat the Label Opens First New York City Store

The popular Australian intimates brand has on Friday opened the doors to its first New York City flagship in SoHo.

Australian intimates brand Kat the Label has opened its first New York City store on Friday. The opening marks a major milestone for the brand, as the SoHo flagship is its first U.S. retail expansion.

Founded by Kate Nixon in 2015, the brand has become known for its romantic sleepwear, feminine lace lingerie and thoughtful white bridal intimates collections. Since its inception, the brand has held various pop-ups in New York City; grown a celebrity following including Sabrina Carpenter, Kylie Jenner and more, and celebrated the 100 year anniversary of Marilyn Monroe via a special capsule collection in May.

In addition to its own stores and e-commerce, the brand’s retail partners include Revolve, Anthropologie, Free People, Shopbop, Urban Outfittters, Nordstrom and more.

“We had a lot of brides coming in [to the New York City pop-up in May] for their getting ready looks or little PJ sets for their bridesmaids, holidays and honeymoons. It was a really good way to test that customer. Online, we’ve had a great U.S. presence over the last couple of years and it’s growing really quickly, but to have that physical in-person, in-touch experience has been really exciting. A more permanent store seemed like the natural next step for us,” Nixon told WWD.

She explained the New York store pays into the Australian brand’s overall vision, as seen through its Melbourne flagship, with shades of cool blue and contrasting espresso brown filling its interiors.


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