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\n\tJonathan Adler, the home decor brand known for its bold and modern aesthetic, has landed on the Upper East Side with a new store at 1019 Lexington Avenue. The new location joins its two other stores in New York, in SoHo and the Upper West Side, as well as stores in Chicago, Miami and London.<\/p>\n
\n\tThe Lexington Avenue store features a new retail concept centered on gifting, neighborhood discovery and the brand\u2019s most recognizable product categories. The shop also showcases the brand\u2019s latest products in a location-specific assortment of home decor.<\/p>\n
\n\tJonathan Adler has been owned by American Exchange Group and Consortium Brand Partners since December 2024.<\/p>\n
\n\tThe Lexington shop features a tightly edited concept centered on pottery, tabletop, games, decor and unexpected objects. It comes as some of these categories are seeing strong momentum, with games \u2014 including the brand\u2019s mahjong and backgammon sets \u2014 posting double-digit growth and consistently selling out.<\/p>\n
\t\t\t\t\tJonathan Adler\u2019s new shop on the Upper East Side. <\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy shot<\/p>\n
\n\tThe 850-square-foot space has striped accents, a playful nod to the signature striped motif of Jonathan Adler\u2019s Vice Collection. For a limited time, the store will offer a capsule collection of archival pieces, signed by Adler. The shop also has a new \u201cscent bar,\u201d with a dedicated space to showcase the brand\u2019s recently revamped candle assortment in its entirety.<\/p>\n
\n\t\u201cOur customers have been asking us for an Upper East Side store for years. Who am I to say no?\u201d said Jonathan Adler. \u201cThis store is a colorful little jewel box full of everything you need to gift your hostess \u2014 or yourself.\u201d<\/p>\n
\t\t\t\t\tA look at Jonathan Adler\u2019s shop on Lexington Avenue in New York. <\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy shot<\/p>\n
\n\tAlison Bergen, president of Jonathan Adler, added, \u201cThis store is an opportunity to think differently about how customers experience Jonathan Adler in person. We wanted to create something highly edited, approachable and discovery-driven, while still delivering all of the personality and point of view people expect from the brand.\u201d<\/p>\n
\n\tSince being acquired by Consortium Brand Partners, the brand has added about 50 new brick-and-mortar wholesale doors, while shifting its digital marketing strategy. They also launched an \u201can amazing partnership\u201d with Michael\u2019s last April, which runs the gamut from DIY craft kits, home decor and entertaining essentials, to customizable ceramic objects. Bergen became president of Jonathan Adler last April.<\/p>\n
\n\tOver the years Jonathan Adler left some key markets because of challenges, but looking ahead, they\u2019d like to have a store in California. \u201cWe were historically in San Francisco and Los Angeles, and we still think we belong there for sure. So we\u2019ll be on the hunt for a way to establish ourselves there,\u201d Bergen said.<\/p>\n
\n\tDiscussing the new Lexington Avenue store, Adler told WWD, \u201cI think this is just a really interesting edit and curation of our stuff in a jewel box-like setting that\u2019s more focused on ceramics and accessories, and kind of all the finishing touches you need to make your home glamorous and eccentric. So if you stop by our shop, you\u2019re guaranteed to leave with something that will make you seem even more glamorous and interesting than you probably are.\u201d<\/p>\n
\n\tBergen said the new store is significantly smaller than Adler\u2019s typical one. \u201cIt\u2019s a fun experiment to try and edit. Jonathan Adler, the brand, is in many categories, and it can be hard to do everything well\u2026.so the thought was we know this client is very social. She\u2019s hosting. She\u2019s gifting when she is hosted. She\u2019s entertaining. She wants to zhuzh up the space in advance of having folks over,\u201d Bergen said.<\/p>\n
\n\tShe believes the fourth quarter is a great time to open the store and a good time to be a \u201cgo-to everyday shop.\u201d The shop carries the full range of decorative accessories. <\/p>\n
\n\tAdler said that games have been huge for the brand. \u201cWe are sort of the OGs in the game space,\u201d he said. \u201cWe\u2019ve been doing them for a long time and have developed a real signature in our incredible lacquer game sets that are both chic and cheeky, and kind of a great price point. But we\u2019re also expanding into different categories of games.<\/p>\n
\n\t\u201cWe\u2019re living in a Mahjong world. I\u2019ve lost all my friends to Mahjong. They\u2019ve all been taken over like zombies,\u201d Adler said.<\/p>\n
\n\t\u201cI think there\u2019s this whole nostalgia kind of way of entertaining right now, that\u2019s a bit like a \u201950s vibe. [It\u2019s no longer] formal 18-person seated dinners with name cards. It\u2019s come over and have game night and serve small plates and have a cocktail or a mocktail,\u201d Bergen said.<\/p>\n
\n\tAdler said they introduced new colors and patterns of Mahjong sets every season, and they all perform. \u201cI mean, it\u2019s incredible. Our biggest challenges have been keeping them in stock. They\u2019re very special pieces.\u201d<\/p>\n
\n\t\u201cThere\u2019s a lot of work and craft that goes into creating that lacquer technique,\u201d Bergen said.<\/p>\n
\n\tFrom an omnichannel perspective, decorative accessories are the company\u2019s largest volume driver, and within that, it\u2019s pottery and games, Bergen said.<\/p>\n
\n\tBergen said the brand has always been very active in collaborations and cross-branding. Wholesale hasn\u2019t historically been the focus of the business, but it\u2019s become important going forward, Bergen said. For example, at Bloomingdale\u2019s, they\u2019re opening about 20-odd doors. They\u2019ll be featuring the brand\u2019s decorative accessories, games and tabletop. It\u2019s not formal china, but serveware, appetizer plates, dessert plates, glassware and mugs.<\/p>\n
\n\tNeiman Marcus has been the brand\u2019s biggest partner for many years and represents the best range of the offer. \u201cOur business is super strong there,\u201d Bergen said. They also sell Macy\u2019s, Liberty London and Browns in the U.K., and has a large specialty store business.<\/p>\n
\n\t\u201cOne of the things we\u2019re focused on is coming to seasonal market with very strong stories that are curated across categories,\u201d Bergen said. In January, they will feature their fall 2027 product line that ranges from dinnerware, glassware to tablescaping. \u201cI mean, we source all over the globe and it\u2019s nice to have this sort of highly artisanal made in Europe collection.\u201d<\/p>\n
\n\tShe said they want the customer to think, \u201cI want to buy the whole thing. I want it all. I want to have a dinner party just so I can use all of it,\u201d she said.<\/p>\n
\n\tMeantime, Adler said his pottery studio is where everything begins. \u201cI think perhaps people just see me as an impossibly glamorous jet set socialite. However, the actual truth is that I am a potter, and the pottery studio is literally the engine of all our creativity. And I hope that what resonates with customers is the fact that there is an authorial and craft-based design process. So we\u2019re very moored in craft as always,\u201d Adler said.<\/p>\n
\n\tBergen said that craft really runs through everything. \u201cFor example, if we wanted to make snail-shaped brass knobs on a cabinet, those snails start in the pottery studio and then they become a mold to cast the brass. I think that\u2019s a story that we\u2019re excited to tell with a bit more visibility as well. Because it took me weeks into the business to really understand that truly everything stars on the potter\u2019s wheel,\u201d Bergen said.<\/p>\n
#Jonathan #Adler #Unveils #Store #Lexington #Avenue #Expands #Gifting #Wholesale #Strategy<\/p>\n","protected":false},"excerpt":{"rendered":"
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