Shoe Showcase

Steven Madden Ltd. (Long Island City, N.Y.) recently unveiled its renovated 1800-square-foot flagship in New York. Located on 34th Street between Fifth and Sixth avenues, the redesigned store showcases the growing Steve Madden product line and serves as a testing ground for the footwear designer's evolving lifestyle brand.

“The newly renovated store will not only upgrade our customers' shopping experience, but also allow us to test new merchandise and react accordingly, and the early response from our customers has been positive,” says ceo Jamieson Karson. “This small but strategic move to highlight our increased branded offerings underscores the company's continued progress in evolving beyond footwear, further positioning Steve Madden as a complete fashion lifestyle brand.”

New York-based architects Degree Zero and Future Pace Design collaborated on the new store design, which includes a reconstructed layout, innovative wall and floor units and interchangeable fixtures that can better accommodate a growing merchandise assortment.

The flagship store carries the entire Steve Madden Women's and Men's collection, which includes footwear, accessories and licensed products, and new lifestyle merchandise, including Steve Madden branded and designer jeans, novelty T-shirts and accessories.

“Our improved flagship store, together with the recently unveiled Steve Madden billboard on the corner of 34th Street and Seventh Avenue, will enhance our already strong presence on one of New York's most important shopping corridors,” said Rob Schmertz, president of Steve Madden Women's Wholesale Division and brand manager. “This presents a great opportunity to further reinforce the Steve Madden brand.”