Hanro Takes Up Residence on Manhattan’s Upper East Side – WWD

Hanro lives on Manhattan’s Upper East Side.

The Swiss lingerie and pajama brand opened a discreet new store last fall at 1200 Madison Avenue in Manhattan.

Inside Hanro’s new store in New York.courtesy photo

“Manhattan’s Upper East Side is Hanro’s highest density of customers in the United States,” said the company’s managing director, Stephen Homann, of the decision to move to the neighborhood. “With the new store, we have successfully provided our customers with the perfect location to experience our entire product range firsthand.”

Hanyu sells bras and underwear.courtesy photo

The 1,200-square-foot store embodies the “less is more” theme, continued Homan, with a large, open format that puts the product at the center of the experience.

“The simplified design and clarity of the collection have received very positive feedback from customers so far,” he said.

Hanro’s Upper East Side store has an open floor plan.courtesy photo

The Upper East Side store will be the company’s 13th store worldwide. Additional stores are located in Beverly Hills, New York City’s Chelsea District, Munich, London, Amsterdam, Rome, Vienna, Dubai and Gstaad, Switzerland.

Meanwhile, Hanro, founded in 1884, is in full-blown expansion mode. In addition to the US store, the company is also investing in store renovations in Vienna, Munich and Switzerland.

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