Pierre Cardin Opens SoHo Space to Boost U.S. Licensing

Pierre Cardin is opening a dual-purpose location in Manhattan's SoHo that will serve as both a showroom and a public store. The brand wants to expand its U.S. licensing network and attract new manufacturing partners. Its assortment will include accessories, handbags, fragrance, 3D-printed tops, and a limited couture offering.

The SoHo opening gives the 76-year-old label its first U.S. showroom in years. In the 1980s, it ran a New York corporate office on East 57th Street that combined showroom functions with oversight of American licensing.

Today the company’s partners make about 800 distinct items, and its business brought in roughly 600 million euros last year. It holds 130 active licenses globally and has just signed six more covering men’s clothing, activewear, footwear, accessories, sportswear and leisurewear, plus an international fragrance license.