Founded in 2014, the men’s performance apparel brand opened its largest store to date.
Rhone, a men’s performance lifestyle brand known for tech tees and workleisure hybrids like commuter pants, is bulking up its retail presence. A new flagship in New York’s Flatiron District and a smaller store on Boston’s Newbury Street join locations at Hudson Yards and Times Square in Manhattan, as well as Chelsea Piers, a fitness facility in Stamford, Conn.
At 1,500 square feet, the Flatiron marks its largest store to date. It’s in good company too, amid the area’s concentration of fitness and athleisure labels like Nike, Bandier, lululemon, Athleta and Sweaty Betty. Streamlined décor reflects its urbanite customers’ modern lifestyle and the brand’s commitment to innovative fabrics and fit. Midcentury-modern furniture from Herman Miller and Design Within Reach creates a home away from home vibe within a sleek backdrop of blonde wood and metal.
The space also functions as a gym away from the gym. Shoppers are encouraged to test Rhone’s performance activewear by working out in the store. Rhone partnered with Tonal, whose exercise machines with digital fitness instruction programs for yoga, cardio, weights and more revolutionized the home gym. As the city opens for gatherings, the flagship will also host group classes and a monthly runners’ meetup. Cofounder and ceo Nate Checketts has other surprises up his sleeve, such as exclusive, limited-edition tees to celebrate store launches and guest appearances including famous faces in sports. (Former NBA player Shane Battier, NBA commissioner emeritus David Stern and ESPN personality Ryen Russillo are all investors.)
With a flush bank account, Rhone is in growth mode. It’s already expanded overseas and counts Nordstrom, Equinox, Peloton and more than 350 gyms among its retail partners. Shoppers can also find it through personal styling service Stitch Fix.