Perfect Moment to open first store in SoHo

Dive Brief:

• In business for 40 years, luxury skiwear brand Perfect Moment is set to open its first brick-and-mortar store in the SoHo neighborhood of New York City next month. 
• As a seasonal brand, Perfect Moment’s New York store will be open from October through April, according to a Friday news release. Part of the decision to open the location came from the brand’s success with its key wholesale partners, which include Net-a-Porter, Harrods, Selfridges, Saks, Bergdorf Goodman and Neiman Marcus.
• Located at 42 Crosby Street, the SoHo store will showcase the brand’s autumn-winter 2024 womenswear collection. The store will also serve as a hub for exclusive events and marketing campaigns, per the release.

Dive Insight:

Perfect Moment’s new SoHo store could lead to additional permanent retail locations, the company said Friday.

The SoHo store design will feature its signature bright red, with key furniture pieces that are curved and lacquered in a deep burgundy shade. Metallic surfaces are contrasted with a softer, translucent look, per the company.  

“Our SoHo store marks a pivotal transition for Perfect Moment, enabling us for the first time to engage directly with our New York community,” Jane Gottschalk, Perfect Moment’s co-founder and creative director, said in a statement. “The store will embody our commitment to innovation, blending our iconic heritage with forward-thinking style to create an experience that resonates with the local community. For the store opening in October, we will celebrate the vibrant energy of New York City as we bring our [autumn-winter 2024] collection to life.”

Founded in 1984 in Chamonix, France, by extreme sports filmmaker and professional skier Thierry Donard, Perfect Moment was acquired in 2010 by Max and Jane Gottschalk. The outdoor clothing company went public in February of this year. In its most recent quarter, Perfect Moment reported Q1 total revenue decreased 1.4% year over year, with wholesale revenue up 68% and e-commerce revenue down 3.7%. 

Other athletics DTC brands, including Swiss running shoe brand On, have similarly prioritized wholesale before opening stores as a way to drive brand awareness. On is now on the road to opening 100 of its own stores in the coming years. 

In order to achieve growth, many brands are adopting a hybrid distribution model that values both wholesale and direct-to-consumer channels.