A new chapter: Varley in SoHo.
In conversation with co-founders Lara and Ben Mead about the opening of our new SoHo flagship store.
What does the opening of Varley’s New York flagship store mean for the brand?
This is a really special moment for us, made possible by the incredible efforts of so many people. Opening a store in New York is beyond our wildest dreams, and we are deeply grateful to everyone who made it happen. We often say that we are the sum of many parts, and this has never been truer. The dedication of our team, partners, and U.S. customers has been integral to Varley's journey. This store is a celebration of them as much as it is for us.
Why did you choose SoHo as the location for your flagship store?
We’ve always loved New York, and SoHo felt like a natural choice for us. The neighborhood’s rich history and creative spirit resonate with us and our brand, and we appreciate how it brings together people from all walks of life. We feel privileged to be part of this community and hope our store will become a welcoming space for everyone.
What was the creative vision behind the store design?
We were fortunate to collaborate with HAM Interiors again, who brought our vision to life in a way that feels authentic to Varley. Our goal was to create a space that’s warm and welcoming, with natural materials and thoughtful design details to ensure it feels both elegant and inviting. We hope this space feels like home for our community, and we’re thankful to everyone who helped make it a reality, including our wholesale partners – we wouldn’t be where we are today without them.
Find us at 402 West Broadway, New York, NY 10012
Visit our store page for more details.
Design by HÁM Interiors
Artwork by Cramer & Bell
Scent by Sharland England
Lighting by PINCH
Flowers by FLOWERBX
Recommended articles
- Brand
Celebrating 10 years of Varley.
As Varley marks its 10-year anniversary, co-founders Lara and Ben Mead sit down with Louise Roe at their new SoHo store to reflect on their journey.
- Brand
Behind the concept: Chelsea in Bloom.
Chelsea in Bloom has arrived at the Varley King's Road store. Discover how we brought our concept to life.
- Brand
Behind the brand: A morning in New York with Lara Mead and Louise Roe.
Our co-founder Lara Mead met with Louise Roe in New York to discuss Varley's evolution, flagship store, and plans for 2024, giving us a behind-the-scenes look at the brand’s journey.