Photo by Lia Chang
What Josie Natori, founder and CEO of the lingerie and lifestyle label Natori, began 37 years ago has grown into an icon known around the world for its sophistication and spark. And with the debut of its first New York boutique, which opened June 16 in NoLIta, it adds a new chapter to its storied run.
“This is not really a flagship,” says Josie. “We’re using this as an opportunity to really make more of a lab.”
Originally envisioned as a showcase for Josie by Natori (the younger arm of the full lineup, which includes Josie Natori, Natori and N Natori), the downtown shop turned into a chance to highlight items from the entire brand catalog—and to learn more about its clientele. Featuring rotating themes to keep things fresh, the store will change its assortment of products every few months. Now through mid-July will focus on a summer-lifestyle concept that includes lingerie, ready-to-wear accessories and home accents from the Josie Natori and Natori lines. One-of-a-kind couture caftans, as well as runway pieces from the ready-to-wear collection, punctuate the current offerings, and selections from Josie’s personal antiques collection of 40 years will be on display and for sale, including porcelain, ceramics, textiles and decorative objects.
But beyond the merchandise, the new outpost allows the brand to experiment a bit in an intimate, 1,100-square-foot arena that captures the Natori spirit and keeps one clear objective in mind: “Making it fun and making it a surprise so it’s not stale,” says Josie. “Downtown is just perfect for that. We’ll have fun mixing it all up.” 253 Elizabeth St.; 646-684-4934; natori.com.