New Calvin Klein Flagship Lands in Soho, Marking Brand’s Repositioning Strategy

Calvin Klein is moving forward with a new store in Soho in full repositioning of the brand, relaunched according to its brand images as Bad Bunny or Rosalia. It is a flagship store of about 3,000 square feet at 530 Broadway.

The store aims to preserve the architectural character of the neighborhood and maintains original elements such as cast iron columns, wooden beams and brick walls. Inside, the store will house both underwear and denim collections, men’s and women’s apparel, accessories and fragrances, according to WWD.

It is a smaller flagship than those opened in recent months in Tokyo or Paris, but it is located in “a key location in one of the most important cities in the world,“ said president David Savman.

In fact, this is the company’s only physical store in the city, after closing its flagship Madison Avenue location in 2019. “Retail continues to be a cornerstone for Calvin Klein’s strategy going forward,“ said Savman, who plans to “continue to invest and renew the current store parquet” in key cities.

This is Calvin Klein’s only physical store in the city, following the closure of its flagship store in 2019

PVH, the U.S. group that owns Calvin Klein and Tommy Hilfiger, has raised forecasts for the full year after a second quarter in which both sales and profits were up, thanks in part to Calvin Klein’s campaigns, the results of a strategy that included a return to the brand’s iconic campaigns. Actor Jeremy Allen White starred in Calvin Klein’s spring-summer 2024 campaign, with an economic impact valued at $74 million, according to PVH data.

At this point, last September Calvin Klein returned to the New York runway, in a second collection after more than six years of absence. The driving forces were creative director Veronica Leoni and former CEO Eva Serrano. This second collection starred urban reality, in line with what the brand has been proposing in recent months with profiles such as Bad Bunny during the spring-summer 2025 campaign. Bad Bunny was joined by Rosalia in early September.

The company closed the second quarter of the fiscal year (ended August 3rd) with sales up 4.48%, to $2.167 billion. In the same period, gross profit remained stable at $1.251 billion, while net income rose 41.89% to $224 million.

The growth in the second quarter of 2025 breaks with Calvin Klein’s weak sales trend in recent years. In 2022 and 2023, the brand posted growth of 3.36% and 3.47%, to $3.78 billion and $3.91 billion, respectively. After two years still marked by comparable low sales as a result of Covid, in 2024 Calvin Klein posted a decline of 1.48% to $3.857 billion, falling both in North America (0.65%) and internationally (1.9%).