Plein Sport, the fashion brand founded by renowned designer Philipp Plein, has officially entered the American market with the opening of its first store in Soho, New York. The store marks a significant milestone for Plein Sport as it begins its expansion into the United States. To celebrate this momentous occasion, Plein hosted a glamorous cocktail party at his Upper East Side home, showcasing his enthusiasm and excitement for the brand’s latest venture.
Plein Sport aims to disrupt the activewear market by offering a unique combination of highly designed yet reasonably priced options. Plein believes that while there are plenty of fashion brands to choose from, there is a glaring lack of options for those seeking activewear that seamlessly blends style and functionality. With Plein Sport, he hopes to fill this gap in the market and redefine the landscape of active sportswear.
The collection features a wide range of products, including sneakers priced at around $150, which is considerably more affordable compared to the main Philipp Plein collection. Plein Sport’s new initiative, appropriately dubbed ‘The Re-Evolution,’ represents a strategic shift in the brand’s distribution strategy. Although the Soho location is temporary, it is designed to attract attention and showcase the brand’s distinctiveness. The store has been adorned with striking paint jobs, captivating graffiti art, and futuristic portable display fixtures.
Plein has emphasized the importance of the Soho store as a pop-up, stressing that the objective is to create a space that is accessible and does not intimidate potential customers with exorbitant prices. Despite its temporary nature, he envisions the possibility of turning the Soho location into a flagship store in the future. Moreover, Plein Sport plans to open additional stores in prominent commercial retail spaces and malls. Upcoming locations include Beverly Hills, Madrid, Rome, Bergamo, Arezzo, Nice, and Poland. The brand has set ambitious goals for global expansion, with plans to open 300 locations within the next three years.
Plein’s vision for the future of Plein Sport revolves around stores situated in high foot traffic areas that are compact in size, allowing for more affordable rent and maximum use of limited space. These stores will feature a carefully selected range of unisex styles with limited stock-keeping units (SKUs). Plein is confident that this strategic approach will contribute to the success of Plein Sport in the fiercely competitive activewear market.
To commemorate the grand opening of the Soho store, Plein Sport organized a star-studded event that featured a performance by rap hip hop legend Jadakiss. The event drew a standing-room-only crowd, further amplifying the excitement and buzz surrounding Plein Sport’s foray into the American market.
With the establishment of its first American store, Plein Sport is poised to make a significant impact on the activewear industry. Philipp Plein’s inventive designs and disruptive approach are sure to capture attention and propel the brand’s growth in the coming years. As Plein Sport expands its presence in the United States and beyond, it is set to revolutionize the way consumers perceive and engage with activewear.
For more information on Plein Sport and its innovative offerings, visit their official website here.
To stay updated on Plein Sport’s future store openings and global expansion, follow them on their official Instagram page @pleinsport.
