Iconic luxury retailer Barneys New York has been brought back to life inside Saks Fifth Avenue’s New York City flagship via a new department experience called Barneys at Saks. A standalone Barneys at Saks store will open on Jan. 25 in Greenwich, Conn.
Barneys New York declared bankruptcy a little more than a year ago, and then sold its assets for $271 million to Authentic Brands, which in turn licensed the luxury brand to Saks Fifth Avenue in North America.
Barneys at Saks (both inside the New York Saks flagship and through its new Greenwich store) offers innovative services for shoppers, including:
- VIP Styling Suites: Customers can be styled in a private dressing suite, prepared with personalized selections and refreshments;
- Virtual shopping: For customers wanting to shop from their home, they can visit the New York flagship, including Barneys at Saks, via video conferencing technology to shop virtually with the help of a Style Advisor. Appointments are available to book through Saks.com;
- Saks by Appointment: Customers can make an appointment to shop before or after public store hours. Dressing rooms can be prepared in advance with looks based on their preferences; and
- Same-Day Delivery: Customers can work with a Style Advisor via email, phone or virtual styling to place an order for same-day delivery to Manhattan and Greenwich.
The In-Store Department Designed for Discovery
Advertisement
To relaunch the brand, the fifth-floor, 54,000-square-foot Barneys at Saks department is designed for discovery, featuring curated, fashion-forward collections from a roster of emerging and established designers as well as rotating pop-up shopping experiences.
To celebrate the launch, Saks partnered with a variety of up-and-coming designers to create customized mini shops that speak to each brand’s identity. Featured brands include: Anna Mason, BruceGlen, Fear of God, Loulou Studio, Ree Projects and Reese Cooper.
The pop-up marks the first time men’s and women’s merchandise will live together on one floor in the New York flagship, creating a first-of-its-kind shopping experience at Saks. Select designers also are featured in Saks’ Fifth Avenue windows in a special installation dedicated to the debut of Barneys at Saks, on display now through Feb. 8.
A sense of wonder is created on the new floor through an airy, bright open-floor plan and an ever-evolving assortment that adds to the eclectic feel. It also houses the newest location of Honeybrains, an eatery dedicated to brain health.
“We are excited to bring Barneys at Saks to life in a way that is relevant for today’s luxury consumer, with a strong focus on discovery and the unexpected,” said Tracy Margolies, Chief Merchant at Saks Fifth Avenue in a statement.
Standalone Store Will Serve as Testing Ground for Menswear
Saks will unveil the first standalone Barneys at Saks store in a 14,000-square-foot location, formerly known as Saks Fifth Avenue The Collective, that will feature men’s shoes and accessories on the first floor and women’s contemporary fashion on the second floor. This will mark the first time Saks has offered men’s merchandise in the Greenwich market, and will provide an experimental location as Saks’ men’s business continues to grow.
Barneys Incorporated into Saks Digital Experience
The Barneys at Saks experience also is available online on Saks’ newly revamped website, providing customers with a curated selection of emerging and new-to-Saks brands, as well as established designers that represent the Barney at Saks spirit of discovery, the unexpected and fun. Through March, Saks will highlight Barneys at Saks on its digital channels through email and homepage coverage and a social media campaign featuring floor tours, influencer takeovers and emerging designer spotlights.
Photos by Luis Guillén for Saks Fifth Avenue
