The rapid rise of London-born fashion label Odd Muse continues as it transitions from a viral NYC pop-up to a permanent flagship at 55 Mercer Street in SoHo. This strategic leap—brokered by Colliers —showcases how temporary retail experiences can evolve into long-term success stories for international brands.
Below, we unpack the milestones and momentum that fueled this expansion. From Pop-Up to Permanent Storefront View this post on Instagram A post shared by Odd Muse | British Luxury Fashion
(@oddmuselondon) Odd Muse’s U.S. journey began in November 2024 with a two-month pop-up at 55 Mercer Street, which drew crowds for its exclusive offerings: Early Access to Collections : Shoppers could purchase the After Hours and Party Drop 2 lines before global release.
Local Collaborations : Partnerships with Leon’s Bagels and Merit Beauty created buzz, blending fashion with NYC culture. Community Engagement : Social media teases, limited-edition “Odd Muse, Soho, NY” merch, and founder Aimee Smale ’s hands-on presence fostered loyalty.
The pop-up’s success—driven by a U.S.-centric fanbase and 1M+ social followers—prompted Colliers to negotiate a long-term lease for a 2,500 SF ground-floor space with a 1,500 SF basement, positioning Odd Muse alongside luxury peers in SoHo.
Strategic Partnerships and Brokerage Insights Colliers’ Jake Horowitz emphasized the pop-up’s role as a testing ground: “Securing Odd Muse for this prime SoHo location represents an exciting step for the brand as they expand their footprint in the U.S…
