Menswear label Rodd & Gunn will open its flagship store in Manhattan at the end of this month following a decade-long search for the right location.

The brand has signed a lease agreement for a 4056sqft space at 125 Fifth Avenue in the Flatiron District, WWD reported. The 2156sqft ground floor will become the selling space while the basement will be used for inventory.

Michael Beagley, CEO of Rodd & Gunn, told WWD the company had spent 10 years looking for a location in New York with the best chance to be profitable. 

 “We never open stores for ego. They need to make money and build brand awareness,” Beagley added.

This store, which marks the label’s 12th store in the US, will be located near Abercrombie & Fitch, Club Monaco, Rhone, Sephora, Ganni, Aritzia, New Balance, and Tumi, among others.

Established in 1987, Rodd & Gunn has 240 stores and concessions around the world. The brand opened its first US store in Brooklyn in 2011.

Australia remains the company’s largest market, while the US ranks second and is expected to be larger within the next few years, according to Beagley.