Tory Burch has opened a new flagship store at 151 Mercer Street in SoHo, inviting everyone to be part of the celebration. Just a short stroll from her original boutique on Elizabeth Street, which debuted in 2004, this new location marks nearly two decades of her connection to New York City.

Expressing her enthusiasm, Burch described the Mercer Street store as a reflection of the brand’s evolving retail identity. She embraced the opportunity to merge a sleek, modern design with intimate, personal touches, making the downtown setting feel like a homecoming.

Spanning 6,000 square feet across multiple levels, the store is a harmonious mix of cultural influences and minimalist fashion. Designed in collaboration with architect Gwenael Nicolas, the space draws from both his architectural vision and Burch’s global inspirations. Natural materials like oak, rattan, and brass are used throughout, creating a balance between contemporary and classic aesthetics. Visitors will find wooden and ceramic parquet floors, wicker accessory displays, and vintage patchwork quilts that highlight artisanal detail.

Adding a deeply personal layer, Burch incorporated elements that resonate with her own story—woven baskets reminiscent of her childhood kitchen dangle from the ceiling, while pottery and artwork collected from her travels adorn the space.

The boutique offers the complete Tory Burch collection, from ready-to-wear pieces and shoes to handbags, home accents, and the exclusive 151 Mercer handbag line. Shoppers will also find a special edition of the Lee Radziwill Double Bags, available only at this location. Welcome to a space that feels like home.