Veronica Beard Opens Up Shop in Soho

by Ashley Baker

It’s good to be Veronica Beard. In an era of retail contraction, the lifestyle brand helmed by sisters-in-law Veronica Swanson Beard and Veronica Miele Beard is opening up its second boutique. Their new Soho outpost at 78 Greene Street is decorated by interior designer Carolina de Neufville and features banana print wallpaper, leopard print drapes, and vintage Turkish and Moroccan carpets. The boutique will carry the brand’s full ready-to-wear collection, as well as a curated assortment of goods from Hunting Season, Lingua Franca, Ranjana Khan, Commando, Le Specs, and more. Artwork by the likes of Voltz Clarke artists like Mary Nelson Sinclair, Holland Cunningham, Natasha Law, and Joshua Webster will also be available for sale.

“For our retail debut on Madison Avenue, we put so much time into creating a space that our customers would feel at home in, and their positive responses have exceeded our expectations,” said Swanson Beard. “We have approached the new SoHo space in the same manner, creating a store that will feel lived in and inviting to our downtown customer. While all of our retail locations will embody the Veronica Beard lifestyle, no two stores will ever be exactly alike!”

This summer, the brand will roll out a full line of denim and footwear offerings, and additional stores are expected to follow. “Retail expansion is an important part of our growth strategy over the next two years,” said Miele Beard. “Our first store on Madison Avenue has taught us a great deal about the shopping habits of our customer, and we are excited to continue offering her a layered retail experience that accommodates the way in which she approaches fashion, interiors, and lifestyle.”

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