{"id":380930,"date":"2026-10-23T17:22:15","date_gmt":"2026-10-23T17:22:15","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ny\/380930\/"},"modified":"2026-10-23T17:22:15","modified_gmt":"2026-10-23T17:22:15","slug":"intimates-brand-kat-the-label-opens-first-new-york-city-store","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ny\/380930\/","title":{"rendered":"Intimates Brand Kat the Label Opens First New York City Store"},"content":{"rendered":"

\n\tAustralian intimates<\/a> brand Kat the Label has opened its first New York City store on Friday. The opening marks a major milestone for the brand, as the SoHo flagship is its first U.S. retail<\/a> expansion.<\/p>\n

\n\tFounded by Kate Nixon in 2015, the brand has become known for its romantic sleepwear, feminine lace lingerie<\/a> and thoughtful white bridal intimates<\/a> collections. Since its inception, the brand has held various pop-ups in New York City; grown a celebrity following including Sabrina Carpenter, Kylie Jenner and more, and celebrated the 100 year anniversary of Marilyn Monroe via a special capsule collection in May.<\/p>\n

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

\t\t\t\t\tInside Kat the Label\u2019s New York store.<\/p>\n

\t\t\t\t\t\t\t\t\tPhillip Reed\/Courtesy of Kat the Label<\/p>\n

\n\tIn addition to its own stores and e-commerce, the brand\u2019s retail<\/a> partners include Revolve, Anthropologie, Free People, Shopbop, Urban Outfittters, Nordstrom and more. <\/p>\n

\n\t\u201cWe had a lot of brides coming in [to the New York City pop-up in May] for their getting ready looks or little PJ sets for their bridesmaids, holidays and honeymoons. It was a really good way to test that customer. Online, we\u2019ve had a great U.S. presence over the last couple of years and it\u2019s growing really quickly, but to have that physical in-person, in-touch experience has been really exciting. A more permanent store seemed like the natural next step for us,\u201d Nixon told WWD.<\/p>\n

\n\tShe explained the New York store pays into the Australian brand\u2019s overall vision, as seen through its Melbourne flagship, with shades of cool blue and contrasting espresso brown filling its interiors.<\/p>\n

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

\t\t\t\t\tInside Kat the Label\u2019s new New York store.<\/p>\n

\t\t\t\t\t\t\t\t\tPhillip Reed\/Courtesy of Kat the Label<\/p>\n

\n\t\u201cWe wanted colors that made the lingerie<\/a> pop. I would say it\u2019s beautiful, chic and looks really expensive, but then the price point of our product is still really quite affordable. We even had our Aussie interior designer come over to bring it all to life,\u201d she added of working with Melbourne-based Angus Edward Interior Design Office to design the sister store. <\/p>\n

\n\tThe 1,076-square-foot-space, located at 242 Lafayette Street, features its lingerie, sleepwear and bridal collections, including the brand\u2019s new holiday collection, plenty of all white ensembles and bestsellers, including the Maverick, Nicolette and Sofia bras and the ever-popular Celeste slipdress. The New York flagship also features a private bridal suite, open for booking for private styling experiences starting Nov. 1.<\/p>\n

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

\t\t\t\t\tInside Kat the Label\u2019s New York store.<\/p>\n

\t\t\t\t\t\t\t\t\tPhillip Reed\/Courtesy of Kat the Label<\/p>\n

\n\t\u201cThe brand\u2019s always been about not being too overly sexualized or targeted toward men buying the pieces for girlfriends and things like that. Our focus is always on female gaze across our beautiful products, advertising and social media. I think it\u2019s an extra something to make you feel really special, even if you can\u2019t see it and it\u2019s underneath. We love to make people feel empowered and competent,\u201d Nixon said of her brand.<\/p>\n

\n\tAnna Metcalfe, head of marketing and growth, added upon opening, Kat the Label is offering a gift from friends of the brand, including Emmi Jay, with purchase alongside coffee, matcha and flower giveaways.<\/p>\n

\n\t\u201cIt\u2019s such an exciting time. We\u2019ve really enjoyed stepping into the retail space although it wasn\u2019t something originally I\u2019d thought of 10 years ago when I started the brand. It was very online focused, but I think this in-person touch point has been amazing,\u201d Nixon said. \u201cHopefully [we\u2019ll open] a couple more stores across Australia, and we\u2019d love more in the U.S. of course.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Australian intimates brand Kat the Label has opened its first New York City store on Friday. The opening…\n","protected":false},"author":2,"featured_media":380931,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[139615,5141,9,24,55,54,56,5943],"class_list":["post-380930","post","type-post","status-publish","format-standard","has-post-thumbnail","category-new-york-city","tag-intimates","tag-lingerie","tag-new-york","tag-new-york-city","tag-new-york-city-headlines","tag-new-york-city-news","tag-ny","tag-retail"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/380930","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=380930"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/380930\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/380931"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=380930"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=380930"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=380930"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}