BOSTON — Newbury Street’s evolving retail mix will get two players with very different sensibilities this fall and winter.
Juicy Couture will open its seventh U.S. boutique, an 1,800-square-foot store at 12 Newbury Street, on Oct. 19. The label’s signature tracksuits, sportswear, shoes and glitzy accessories will reinvent a space formerly occupied by Chico’s.
A block away, Loro Piana, an Italian luxury brand known for classically tailored cashmeres and woolens, will launch a two-story store at 43 Newbury, next to Valentino, in late December or early January.
Boston is “an affluent market where there is a strong component of Loro Piana core customers,” said Pier Luigi Guerci, president of Loro Piana USA, citing the area’s brisk climate and penchant for classic styling as natural fits for the brand.
The 2,000-square-foot store, rendered with sand-colored walls, blond oak fixtures and gray stone floors, will have a VIP room for custom projects on its second floor.
Men’s and women’s apparel will each occupy about 40 percent of selling space, with the remaining 20 percent devoted to gift items.