Quirky and colorful Swedish underwear and sock brand Happy Socks is set to open its fifth New York City store in Union Square.
Located at 863 Broadway, the new location will open its doors on February 18, marking Happy Socks' eighth brick-and-mortar location in the United States. At some 753 square-feet, the Union Square shop is also the second-largest Happy Socks store and will be stocked with all Happy Socks' categories, including men's and women's socks, underwear, swimwear, and accessories.
The shop sits at the corner of the popular Union Square Farmer's Market and shares the nearby area with retailers including Paragon Sporting Goods, Zara, J.Crew, Gap and Sephora.
According to the brand, New York is its largest and most important retail store cluster globally, and the latest Manhattan store is "a continuation of Happy Socks’ transformative U.S. expansion."
“This small strip on Broadway, just next to Union Square, is a shopping destination and an important spot for our brand to be on,” said Aleksandar Milenkovic, head of retail at Happy Socks.
“It's very rare to find vacancies here and when we got the opportunity, we jumped on it. We will use the space to create an inspiring store with parts of our new concept showcasing the full range. We have very high expectations for this store, the fifth in NYC, and we hope it will be a great showcase for the brand.”
Happy Socks said it plans to open additional stores in New York and throughout the U.S. for the next three years.
Currently, the Happy Socks brand is available in over 95 countries through Happy Socks’ concept stores, at selected retailers, and online.