Spanish brand Paloma Wool opens its first-ever physical in New York

Paloma Wool store at 425 Broome Street, New York (United States). Credits: Paloma Wool. Madrid – Spanish fashion brand Paloma Wool, by designer Paloma Lanna, is finally making the definitive leap into the physical retail scene with the opening of its first permanent store. This new monobrand point of sale has just been inaugurated by the brand in none other than New York. Located at 425 Broome Street, in the heart of New York's SoHo neighborhood, the new Paloma Wool store spans nearly 4,000 square feet, which the Barcelona-based fashion firm will use to showcase and sell its latest fashion and accessory offerings for both men and women. This is a segment that the brand has specialised in since its launch and founding in April 2014 by Paloma Lanna, a creative and entrepreneur who decided to embark on her own adventure in the world of fashion. For this, she applied all the "weapons" learned during the years in which she actively participated in the development of the fashion firm "Nice Things"; the brand founded by her own parents, Paloma Santaolalla and Miguel Lanna, which the creative joined after the sad death of the latter, and a firm in which she remained until making the decision to embark on her own personal project, with the founding of Paloma Wool. Since its launch, the creative has certainly managed to position the brand in the market within the premium fashion and designer fashion category, thanks to collections that are as unique as they are attractive and timeless, and which have even included outstanding genderless fashion proposals. The brand has continued to penetrate this category, developing an increasingly wide range of menswear as part of its offering. A range of products that Paloma Wool will now, for the first time, sell from inside its own permanent monobrand store. Paloma Wool store at 425 Broome Street, New York (United States). Credits: Paloma Wool. "Opening our first permanent store in New York is one of the most important steps in my career," said designer Lanna, founder of Paloma Wool, in a statement shared on the brand's official social media channels. The designer, originally from San Sebastián but based in Barcelona, did not want to end her message without thanking "everyone who has been a part of this." From pop-ups to the final “landing” The opening of this first global permanent Paloma Wool store is a significant milestone for the brand as a result of the careful growth process it has been undertaking since its launch. Until now, this strategy had been supported commercially through operations in the multi-brand channel, and direct sales to the end customer, in this case only through the firm's official online store, and the various pop-ups that Paloma Wool has been launching in different parts of the world since 2018. Paloma Wool store at 425 Broome Street, New York (United States). Credits: Paloma Wool. Paloma Wool store at 425 Broome Street, New York (United States). Credits: Paloma Wool. Paloma Wool store at 425 Broome Street, New York (United States). Credits: Paloma Wool. Paloma Wool ended up inaugurating its first pop-up in this year for a period of eight weeks, in the Liberty London department store in the UK capital. This first ephemeral point of sale, in the world and in Europe, would end up positioning itself as the starting point of the “World Tour” that Paloma Wool went on with a succession of ephemeral points of sale in “pop-up” format, which the brand began to set up from cities such as Berlin, Copenhagen, Paris, Amsterdam, Los Angeles, San Francisco, Seoul, Milan and New York. The brand has launched this type of initiative up to eight times in New York, from July 2019 to September 2024. These activations have allowed them to test the potential interest and appeal that Paloma Wool's collections are capable of generating among the New York public, in a market study that has resulted in New York, even before any other city in the world or in Spain, the brand's country of origin, becoming the city that has ended up hosting Paloma Wool's first permanent store in the world. Next permanent store in Barcelona, and pop-up in London To remedy this situation, the firm is already working on the project for a second global store, which is expected to open in Barcelona this coming June. The firm's management has not yet revealed the exact location of this establishment, limiting itself, as Pol Conill, head of communications at Paloma Wool, explained to the US media outlet WWD, to pointing out that this new location will house not only the brand's second permanent physical store, but also its new headquarters. Paloma Wool store at 425 Broome Street, New York (United States). Credits: Paloma Wool. Paloma Wool store at 425 Broome Street, New York (United States). Credits: Paloma Wool. Paloma Wool store at 425 Broome Street, New York (United States). Credits: Paloma Wool. Paloma Wool will continue to develop using the sam

Apr 10, 2025 - 09:21

Paloma Wool store at 425 Broome Street, New York (United States). *Credits: Paloma Wool.*

Madrid – Spanish fashion brand Paloma Wool, by designer Paloma Lanna, is finally making the definitive leap into the physical retail scene with the opening of its first permanent store. This new monobrand point of sale has just been inaugurated by the brand in none other than New York.

Located at 425 Broome Street, in the heart of New York's SoHo neighborhood, the new Paloma Wool store spans nearly 4,000 square feet, which the Barcelona-based fashion firm will use to showcase and sell its latest fashion and accessory offerings for both men and women. This is a segment that the brand has specialised in since its launch and founding in April 2014 by Paloma Lanna, a creative and entrepreneur who decided to embark on her own adventure in the world of fashion.

For this, she applied all the "weapons" learned during the years in which she actively participated in the development of the fashion firm "Nice Things"; the brand founded by her own parents, Paloma Santaolalla and Miguel Lanna, which the creative joined after the sad death of the latter, and a firm in which she remained until making the decision to embark on her own personal project, with the founding of Paloma Wool. Since its launch, the creative has certainly managed to position the brand in the market within the premium fashion and designer fashion category, thanks to collections that are as unique as they are attractive and timeless, and which have even included outstanding genderless fashion proposals. The brand has continued to penetrate this category, developing an increasingly wide range of menswear as part of its offering. A range of products that Paloma Wool will now, for the first time, sell from inside its own permanent monobrand store.

"Opening our first permanent store in New York is one of the most important steps in my career," said designer Lanna, founder of Paloma Wool, in a statement shared on the brand's official social media channels. The designer, originally from San Sebastián but based in Barcelona, did not want to end her message without thanking "everyone who has been a part of this."

From pop-ups to the final “landing”

The opening of this first global permanent Paloma Wool store is a significant milestone for the brand as a result of the careful growth process it has been undertaking since its launch. Until now, this strategy had been supported commercially through operations in the multi-brand channel, and direct sales to the end customer, in this case only through the firm's official online store, and the various pop-ups that Paloma Wool has been launching in different parts of the world since 2018.

Paloma Wool ended up inaugurating its first pop-up in this year for a period of eight weeks, in the Liberty London department store in the UK capital. This first ephemeral point of sale, in the world and in Europe, would end up positioning itself as the starting point of the “World Tour” that Paloma Wool went on with a succession of ephemeral points of sale in “pop-up” format, which the brand began to set up from cities such as Berlin, Copenhagen, Paris, Amsterdam, Los Angeles, San Francisco, Seoul, Milan and New York.

The brand has launched this type of initiative up to eight times in New York, from July 2019 to September 2024. These activations have allowed them to test the potential interest and appeal that Paloma Wool's collections are capable of generating among the New York public, in a market study that has resulted in New York, even before any other city in the world or in Spain, the brand's country of origin, becoming the city that has ended up hosting Paloma Wool's first permanent store in the world.

Next permanent store in Barcelona, and pop-up in London

To remedy this situation, the firm is already working on the project for a second global store, which is expected to open in Barcelona this coming June. The firm's management has not yet revealed the exact location of this establishment, limiting itself, as Pol Conill, head of communications at Paloma Wool, explained to the US media outlet WWD, to pointing out that this new location will house not only the brand's second permanent physical store, but also its new headquarters.

Paloma Wool will continue to develop using the same strategies that have been implemented up to now. These strategies include the presentations that the firm has been making since April 2021 on catwalks such as 080 Barcelona Fashion and as part of the official calendar of Paris Fashion Week —where it debuted after several shows off-calendar for its September 2023 edition—, which allow it to put its collections before the eyes of buyers from international multi-brand retailers such as Nordstrom, Revolve, Mytheresa and Farfetch. It will also continue its system of opening “pop-up” spaces that has served as the seed for the opening of this first store in New York. As the next stop on this “World Tour”, Paloma Wool is opening a new “pop-up” in London, at 133-135 Bethnal Green Road, from April 17 to June 15, 2025.

This article was translated to English using an AI tool.