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STORE SPACES

First Look: Naturalizer steps out in Chicago

BY Marianne Wilson

Naturalizer has opened flagships in two high-profile locations.

The company has opened a store on State Street in Chicago, and one on 34th Street in Manhattan, near Herald Square. (The featured photos are of the Chicago location.)

The flagships are designed to engage customers and reflect the brand’s heritage (it was founded in 1927) while incorporating modern elements. Inspired by loft living, the stores boast comfortable try-on areas and a pop-in shop experience called the N Shop. It showcases an evolving assortment of curated artisanal accessories and beauty products from its women-run business partners.

“Our mission with the launch of these stores is to foster and maintain closer relationships with our customers and create the ultimate destination for discovery,” said Brad Adams, senior VP of Naturalizer Retail. “New York and Chicago are both huge markets for the brand. We’re excited to bring this elevated experience to our great customers in these markets as well as introduce the brand to new customers.”

Timed with the store openings is the debut of 27 EDIT, Naturalizer’s line of premium footwear with elevated design, materials and construction. The company will also introduce a new line of branded handbags and small leather goods.

Naturalizer is owned by Caleres, which operates a diverse portfolio of global footwear brands, including Sam Edelman, Franco Sarto, Famous Footwear, LifeStride and others.

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