Aritzia Unveils Three New US Flagships in NY & Chicago

Within just three weeks, Vancouver-founded women’s apparel brand Aritzia has opened three new flagships: SoHo (NYC) on November 26, Michigan Avenue (Chicago) on November 30, and Fifth Avenue (NYC) on December 16. These flagship locations serve as ultimate brand destinations.

Aritzia’s US Geographic Expansion Strategy  

Aritzia was founded in 1984 and operates in Canada and the US. In recent years, Aritzia has become the “it brand” in the US, especially for Gen Z consumers. The brand’s “Everyday Luxury” positioning resonates with fashion-forward women who desire quality and style at an attainable price point. In FY 2024, net revenue in the US grew by 9% – a notable increase, though significantly slower than the 66% growth in FY 2023 and 132% in FY 2022.

Aritzia plans on opening 8–10 new US boutiques annually through FY 2027, focusing on prime locations that enhance brand visibility and drive client acquisition. The company will also reposition 3-5 boutiques annually.  For the new boutiques, expected payback ranges from 12-18 months.

A First Look at the Michigan Ave Flagship

Our team visited the long-anticipated Downtown Chicago flagship that opened in the former Gap building. The impressive 46,000 sq. ft. space is the largest store in Aritzia’s US fleet and is a significant addition to the Magnificent Mile, the iconic shopping corridor along Michigan Avenue. This marks Aritzia’s fourth store in Chicago, located just a 15-minute walk from its Rush Street location, which opened in 2017.

Announced in 2022, the nearly 2.5-year wait was well worth it. The store and customer experience are beautifully crafted—a broad and well-stocked assortment, welcoming and cool associates, perfectly curated music, and a space thoughtfully designed for product discovery and brand exploration.

• Layout: The flagship is three stories, with the first two floors showcasing an extensive selection of Aritzia’s 11 in-house labels (e.g., Babaton or Wilfred) and key global brands such as Levi’s and New Balance that complement the assortment. The third floor is expected to open in 2025 with food and beverage component—potentially an Aritzia-branded A-OK Café, similar to those already present in select Canadian stores and the new NYC flagships.

Photo Credit: McMillanDoolittle

• Earth tones and textures: Each Aritzia store has a slightly different aesthetic. This location is filled with greenery hanging from the ceilings, and artwork that incorporates natural materials and earthy tones. A masonry installation along the walls adds dimension and intrigue to the space. The store becomes an oasis from the Magnificent Mile hustle and bustle!
  

  Photo Credit: McMillanDoolittle

• Branding: A “digital chandelier” hangs on the first floor, projecting rotating logos and artwork. The Super Puff logo, representing Aritzia’s iconic jacket line (which takes up nearly half of the second floor), is prominently featured in-store as well. In addition, several screens throughout the space display dynamic videos, showcasing styling inspiration and ways to wear the brand’s pieces.

Photo Credit: McMillanDoolittle

• Atelier-format dressing rooms: Aritzia’s signature community mirrors encourage shoppers to step out, interact, and get feedback, with associates offering friendly styling tips and hyping up customers. In our experience, there is a love-hate relationship with this set-up. At the Michigan Avenue flagship, there are a mix of rooms with private mirrors, catering to shoppers’ varying preferences.

Photo Credit: McMillanDoolittle

• Socially sharable moments: The store is designed with Gen Z consumers in mind. Oversized Super Puff jackets are scattered throughout, doubling as playful photo props—we saw shoppers squeezing 2-3 people inside for mirror selfies. Near the entrance, there is a custom-built photo booth that creates easily shareable content. The booth attracted a long line of shoppers during our visit!
  

  Photo Credit: McMillanDoolittle

   

Aritzia is betting big on the US market with these large flagship stores in prime locations and an ambitious expansion strategy. It will be interesting to see how it plays out. Follow us as we track Aritzia’s future openings and the upcoming reveal of the third floor at the Chicago flagship.