Dries Van Noten Expands with Four New Boutiques

Dries Van Noten is driving its global expansion with four new boutiques, reaffirming its presence in key cities and embracing exclusivity.

The Belgian brand, known for its refined aesthetic and artisanal approach, is making a strong push for global expansion with the opening of four new boutiques in 2024. The new stores will be located in New York, London, Brussels, and Milan, alongside the reopening of its flagship store in Tokyo after a complete renovation.

“This is a commitment to strengthening the brand’s presence and connecting more deeply with our customers worldwide,” stated Axel Keller, president of Dries Van Noten. This strategy highlights the importance of standalone stores, which already represent a significant portion of the brand’s revenue.

The new openings come at a pivotal moment, as Julian Klausner is set to make his debut as creative director on 5 March. While Van Noten has stepped away from the runways, he remains involved in the design of the stores, ensuring that each space reflects the essence of the brand. “The goal was to create spaces that are authentic to the brand while also being deeply connected to their surroundings,” the designer explained.

The London boutique was preceded by a strong presence in Selfridges, while the New York store will be located on Mercer Street, reinforcing the brand’s relevance in these fashion capitals. “Each city we have chosen for our new boutiques has a unique fashion identity and a vibrant cultural scene,” Keller remarked.

Dries Van Noten’s expansion follows Puig’s acquisition of a majority stake in 2018, solidifying the brand’s growth with new categories and a renewed focus. “These stores are a continuation of our story,” Van Noten concluded, assuring that the brand will continue to evolve without losing its DNA.