Todd Patrick is rounding out the yr by going all in on retail, opening a brand new flagship location in Atlanta, Georgia, to construct model consciousness for the six-year-old menswear label, and function a platform for rising manufacturers and a hub for its area people.
The label, based by artistic director Desyree Nicole, this week opened the shop at 284 Buckhead Avenue, providing types from Todd Patrick in addition to attire, magnificence and way of life merchandise from 9 rising manufacturers. Since March 2021, Todd Patrick had operated out of a smaller storefront in Atlanta. Nicole and the corporate’s chief working officer Gabriella Paulino closed the previous storefront this month to give attention to the bigger flagship.
“For us, it’s creating the surroundings,” Nicole stated in regards to the model’s objective for the bigger retailer. “We’re in high-end luxurious, however whenever you go into these shops they usually nearly make you are feeling like you possibly can’t afford it? We needed to create an surroundings that felt very very like our lounge and have it welcoming and really heat.”
The brand new flagship is embellished with classic furnishings and decor to provide off a homey vibe. The shop affords Todd Patrick attire and equipment, along with attire from Tender Individual, Reves Paris and Misplaced Shdws, grooming model Blind Barber and way of life model Elyse Candles, amongst others.
“After I was beginning up as a designer, I didn’t actually have that wholesale expertise the place I used to be opening the door to these accounts, however just a few individuals gave me the chance, which led into that model consciousness for Todd Patrick,” Nicole stated on why she needed the brand new flagship to hold different manufacturers. “I needed to do the identical factor for smaller, rising designers that won’t have a possibility to be 10 doorways down from Hermès or Dior, however now they do.”
Nicole and Paulino selected the 9 rising manufacturers for his or her comparable aesthetics and value factors to the Todd Patrick model. Costs for the opposite manufacturers’ merchandise vary from $120 to $750, whereas the Todd Patrick choices vary in value from $300 to $5,000.
Another excuse behind transferring to the bigger flagship was to host extra group occasions and activations. Todd Patrick has deliberate occasions with its model companions to showcase their merchandise, in addition to their very own brand-centric occasions to construct extra consciousness for the label.
“We’re so about our model and the artwork,” Nicole stated. “We’re making an attempt to permit extra individuals to satisfy us and produce extra of the group that’s in Atlanta and on this purchasing heart particularly and produce extra folks that I’d say appear to be us for occasions and be capable to get pleasure from themselves.”
Apart from the merchandise, Nicole additionally has her atelier and workspace arrange behind the shop to create bespoke items and customizations.
Todd Patrick launched in 2016 after Nicole, a former Division I basketball participant, noticed a spot within the menswear marketplace for luxurious types in greater and customized sizes. This yr, the designer has offered collections throughout New York Males’s Day and on the MAGIC tradeshow in Las Vegas, Nevada.