British footwear brand Vivobarefoot is set to open its first US flagship store in SoHo this June, marking a major milestone in its global expansion.

Located at 248 Lafayette Street in the SoHo neighborhood of Manhattan, the 1500-sqf retail space was designed following the brand’s “nature-led” retail concept, which has previously been implemented in its London and Bristol stores.

The flagship will house the brand’s full collection of footwear for adults and children.

Beyond traditional retail, the store will provide several specialized services: Movement coaching, circular programming, and innovation showcases. 

The opening follows the recent establishment of Vivobarefoot’s regional US headquarters in Austin, Texas.

According to co-founder and CEO Galahad Clark, the SoHo location was chosen for its high pedestrian traffic in New York City.

Last year, Footwear chain Oofos named two co-CEOs to drive growth.