Clothing retailer Esprit Holdings Ltd. bundles its creative forces in New York. On Friday, the company announced that it had rented premises with a total area of around 3,500 square meters on centrally located Varick Street in the US metropolis. After extensive renovation work, the brand’s Global Creative Headquarters will move in there.
Esprit announced that 100 to 120 employees, including Chief Brand Officer Ana Andjelic and Senior Vice President of Design Tom Cawson, would in future be in charge of the label’s global design and branding as well as all creative processes and marketing activities from New York. However, management will remain at the group’s headquarters in Hong Kong.
CEO William Pak explained the location decision. “Our goal is for the brand to resonate with a global audience,” he said in a statement. “New York City is the cultural epicenter of the world, a diverse city full of incredible talent. From a creative and design point of view, Esprit’s next stage of development will be elegant, ambitious and timeless – just like New York.”
According to the company, the location of the creative headquarters in New York also represents the “return of the brand to the USA, where Esprit was originally founded in 1968”. The clothing retailer wants to open flagship stores in New York and Los Angeles before the end of 2023. Further expansion with new stores in the USA and Canada is planned for the coming year.