New York – Lord & Taylor customers are in for a big surprise this fall when the store launches Birdcage, its new accessories concept shop. The shop-in-shop offers a specialty store approach within a major department store, answering consumer demand for more diversity beyond big-brand labels and licenses in major department stores.
Launching at the Fifth Avenue Flagship as well as a microsite on lordandtaylor.com, the concept will debut this October on the second floor just off the elevators. The highly curated assortment of accessories (with some cosmetics, tech accessories, flowers, apparel and even food thrown in for good measure) features about 30 vendors, many emerging and most of them brand new to Lord & Taylor.
Accessories brands include: A Peace Treaty jewelry and scarves, Alex Woo jewelry, Deepa Gurnani jewelry and hair accessories, Fig & Bella scarves, Hayden Harnett handbags, Lost Wax Studio jewelry, John Wind Maximal Art jewelry, Roberta Chiarella jewelry, Tai jewelry, TKO watches, Volver handbags and many more.
The shop will serve as an incubator of sorts, growing the brands organically through store sales and giving them more exposure on the floor when warranted. Lord & Taylor is also planning to expose consumers and encourage designer interaction with weekly trunk shows. The fact that many of the designers are already located in New York will facilitate this.
“The Birdcage concept with Lord and Taylor is such an exciting opportunity for us,” says Jay Lakhani of Deepa Gurnani, which is rolling out hair accessories and jewelry for the Birdcage concept. “The project was such a huge secret in the beginning. We were scouted at a trade show and initially, we were asked to submit samples for a small ‘shop in shop’ concept store in L&T. We did not realize it would turn into such a huge project! The concept is fresh for a U.S. department store and I think it would just elevate the store to another level. The new image would cater to a whole new audience and that is what every designer wants.”
Volver, an emerging edgy/upscale handbag line, is equally enthused. “To be accepted into this program by such a prominent and a landmark establishment is a big deal for any emerging brand!” agree Natalia Konovalova, co-founder/designer and Nicole Ryder, co-founder and creative director. “We are truly excited to be part of their new business model and entire experience with Lord and Tylor. “As a brand, Volver Design Group looks forward to offer L&T clients designs that are true classics with a new edge!”