Global luxury and streetwear multi-brand retailer and brand Concepts announces the opening of their new store in New York City, at 99 University Place in the heart of the Union Square neighborhood. The new 2,500 sq. ft. space, in New York City is the fifth Concepts retail location, adding to the brand’s presence in Boston, Shanghai, and Dubai.

Five years after opening their first New York City space in the Tribeca neighborhood, Concepts’ new store supports the brand’s growth in community presence and is a reflection of the expanding business. This store follows the recent opening of the new Concepts Boston flagship store in October 2020.

“We needed a new location in New York City to support our growth and future plans. We’ve always loved the energy around the Union Square neighborhood – it reminds us a lot of our first Harvard Square location, so when 99 University Place became available, it felt like home for Concepts,” said Tarek Hassan, founder and CEO of Concepts.

Since its founding in 1996, Concepts has become recognized as a leader in the streetwear industry as one of the first brands to merge sneakers, skate and fashion in an impactful way.  The new outpost in New York City is a testament to Concepts’ continued commitment to brick and mortar as the most personal and impactful touchpoint to their community and consumers.

“Concepts started as a brick and mortar only retailer. We are committed to the experience and storytelling that can happen through the shopping experience, and we’re always looking for ways to improve those experiential moments for our consumers,” said Hassan.

Designed in partnership with multidisciplinary global creative agency Sid Lee, the space was devised with a pavilion in the center, creating a key focal point that produces an element of discovery and sets up an experiential retail journey. This component creates a central focus in the store, accessible from both the entrance on University Place and 12th Street, and will serve as a dedicated space for Concepts private label, new releases and collaborations. Designed with an open layout in mind, the store invites consumers on a journey of storytelling through product discovery.

Concepts’ opening weekend will include high heat releases from brands such as Nike, Ambush, Stussy, Jordan, and Yeezy. The New York City store will also include products from longtime partners such as Canada Goose, Vans, adidas, and Converse, and will allow Concepts to highlight their private label in a new way. With expanding retail space, Concepts is bringing new brands to the forefront, introducing Infinite Archives, Noreen Seabrook, and DJ4Animals Vintage American in their new store. The new retail space will also allow for Concepts to host special retail activations. Opening weekend will spotlight exclusive items by All My Hats Are Dead and in-store nail customization by Chrmd by Sarah.

“We’ve had many partners throughout the years, and feel lucky to be able to bring so many brands with us through our journey. The larger New York City Concepts store allows us more space to bring these special products to consumers, and another way in which we can present our collaborations,” said Hassan.

With a larger space to support the brand, Concepts plans to expand their reach within the New York community, leveraging the new store and social and digital platforms to engage consumers in events and activations.

The Concepts New York store is located on 99 University Place and will open to the public on Saturday, December 19 from 5P – 9P EST with regular  business hours starting on Sunday December 20 from 10:00am to 6:00pm Monday through Sunday.

About Concepts 

Concepts opened its first doors in 1996, in the heart of Harvard Square in Cambridge, MA as one of the first shops to blend the worlds of street, skate and fashion, years before it was commonplace. In the time since, Concepts has combined those authentic roots with a natural ability to convey a narrative and translate brand identity through countless collaborative projects and original products.

Concepts has since spread its wings from Boston to New York, Dubai and Shanghai, all while continuing to push boundaries through unmatched projects. With key partners like Nike, Adidas to Birkenstock, Canada Goose and Versace Concepts continues to redefine style and storytelling by fusing streetwear with luxury.