Australian fashion icon Zimmermann opens their second US boutique

Iconic Australian fashion brand Zimmermann is celebrating the recent opening of their second American boutique, with their new store in New York’s trendy Soho neighbourhood following on from the success of their Los Angeles venture. The Zimmermann sisters’ latest triumph defies recent retail and economic gloom, and the new presence of the Australian brand in the chic neighbourhood will most certainly enhance the swanky vibe of shopping in Soho.

The New York store, located in the heart of Soho at 87 Mercer Street, will boast the full latest range of ready to wear and accessories, not to mention the iconic swimwear that has made Zimmermann a household name among American fashionistas.

The store manages the perfect balance between laid-back Australian cool and the edgier vibe of New York, with the interior of the store being specially designed by Don McQualter, the Australian-based architect who has collaborated with Zimmermann on the design of each of their stores. Zimmermann is certainly not short of good fashion company , with trendsetting neighbours including Phillip Lim and Alexander Wang.

Nicky Zimmermann, one half of the creative duo behind the success of  Zimmermann, said the brand has been searching for the perfect New York location for some time, and cites the Soho store as the perfect fit for the expanding label.

Said Nicky of the venture: “It’s an exciting project for us. Zimmermann is very much an Australia fashion story that people can relate to. The way our ready-to-wear and swim sit alongside each other, the optimism that comes through in our use of colour and print. We’ll bring that fresh, sexy aesthetic to the New York store. The store experience will be intimate and friendly and beautiful.”

It looks like the lovely fashionistas of the US are set to be very spoilt by Zimmermann, with the brand working to cement its status as a major fashion player in the US, through the expansion of their online shopping experience, which now includes a dedicated IS online store.

So if you’re in New York, be sure to check out the new Zimmermann boutique at 87 Mercer Street, Soho, or if you’re sunning yourself on the West Coast, pop in to the store at 110 South Robertson Boulevard, Los Angeles.