{"id":196420,"date":"2026-04-14T04:54:12","date_gmt":"2026-04-14T04:54:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ny\/196420\/"},"modified":"2026-04-14T04:54:12","modified_gmt":"2026-04-14T04:54:12","slug":"subdued-debuts-first-u-s-freestanding-flagship-in-new-yorks-soho","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ny\/196420\/","title":{"rendered":"Subdued Debuts First U.S. Freestanding Flagship in New York\u2019s SoHo"},"content":{"rendered":"

\n\tMILAN \u2014 The Rome-based Subdued<\/a>, a contemporary brand geared at teenagers, has opened its first standalone flagship in the U.S., taking over a prime retail spot in New York<\/a>\u2019s SoHo<\/a> at 496 Broadway.<\/p>\n

\n\tThe 1,937-square-foot store, located between Broome Street and Spring Street, marks the first big step in Subdued\u2019s retail push in the U.S., after it made its soft foray in the country in 2025 with a boutique at the Roosevelt Field shopping mall in Long Island.<\/p>\n

\n\t\u201cOur entry into the U.S. market represents a turning point in our global growth journey and a key driver for long-term expansion. Subdued\u2019s strategy is based on building a gradual and well-structured presence in major markets through premium locations, a scalable retail model, and dedicated organizational support,\u201d Enrico Maria Sconciaforni, cofounder and chairman of Subdued, said in a statement.<\/p>\n

\n\t\u201cThe opening\u2026 represents a very important milestone for us and a key step in our international expansion, particularly in the U.S. It will serve as our flagship store<\/a> and a true global showcase for the brand,\u201d echoed Lupo Sconciaforni, chief executive officer North America of Subdued, in an interview.<\/p>\n

\n\t\u201cWe decided to open in New York<\/a> City, and specifically on Broadway, because this location represents a global showcase and an international point of reference. It is also a high-traffic area for our customers, making it ideal for connecting with our community,\u201d he said.<\/p>\n

\n\tIn sync with its global retail blueprint, the SoHo<\/a> store has an industrial undercurrent with brick walls intentionally distressed and minimal display systems, reflecting the easy-to-approach ethos of Subdued\u2019s ready-to-wear and accessories.<\/p>\n

\t\t\t\t\t\t\"The<\/p>\n

\t\t\t\t\tThe Subdued flagship in New York\u2019s SoHo.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Subdued<\/p>\n

\n\t\u201cThe main opportunity is expanding our community and reaching an increasingly international and diverse audience. Subdued is a brand that thrives on direct conversation with its customers, and it is essential for us to be present in the places most frequented by younger generations,\u201d Sconciaforni explained.<\/p>\n

\n\t\u201cAt the same time, we are engaging for the first time with the dynamic U.S. audience, especially Gen-Zers. For us, this is not only a challenge but also a constant stimulus to evolve, staying up-to-date and in tune with new trends,\u201d he noted.<\/p>\n

\n\tFounded in Rome in the early 1990s by Enrico Maria Sconciaforni and Alessandro Orsini, Subdued has built its unique selling proposition on offering trend-driven gear to teenagers at a fairly accessible price point. In the 2000s the brand was synonymous with the preppy look and built its reputation on unfussy ready-to-wear, including graphic T-shirts with tongue-in-cheek taglines, denim and even beachwear, as well as accessories.<\/p>\n

\n\tIn 2024, Subdued revealed that Nuo SpA, backed by one of Italy\u2019s major investors Exor, and The World-Wide Investment Company Ltd., of the Hong Kong Pao family, acquired a 30 percent stake in the company. The remaining controlling stake is held by Osit Group, controlled by the Subdued cofounders.<\/p>\n

\n\tThe brand boasts 130 stores, including 110 directly operated units, across Europe, China, Hong Kong, South Korea, the United Arab Emirates and Thailand. In 2025 it logged sales of 196.3 million euros, up 20 percent year-over-year and recorded an earnings before interest, taxes, depreciation and amortization margin of 27 percent of sales.<\/p>\n

\t\t\t\t\t\t\"The<\/p>\n

\t\t\t\t\tThe Subdued flagship in New York\u2019s SoHo.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Subdued<\/p>\n

\n\tCustomers\u2019 response to the brand since it debuted an e-commerce site Stateside in 2024 after the Nuo investment and particularly after the Roosevelt Field opening encouraged the team to dream bigger.<\/p>\n

\n\t\u201cWe have received an extremely positive welcome from our customers, who have shown strong interest from the very beginning,\u201d Sconciaforni said.<\/p>\n

\n\t\u201cWe are already evaluating new opportunities, particularly on the East Coast, with cities like Miami, Boston and Washington [top of mind],\u201d the executive said when asked about next steps. \u201cOne of our major objectives will also be to expand on the West Coast, with a particular focus on California, a strategic market for the brand,\u201d he said.<\/p>\n","protected":false},"excerpt":{"rendered":"MILAN \u2014 The Rome-based Subdued, a contemporary brand geared at teenagers, has opened its first standalone flagship in…\n","protected":false},"author":2,"featured_media":196421,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[34655,9,11,10,3210],"class_list":{"0":"post-196420","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-new-york","8":"tag-flagship-store","9":"tag-new-york","10":"tag-new-york-headlines","11":"tag-new-york-news","12":"tag-soho"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/196420","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=196420"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/196420\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/196421"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=196420"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=196420"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=196420"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}