Zara Opens Men’s-only Store on Spring Street in SoHo

NEW YORK — Zara is heightening its focus on the guys.

The Spanish retailer on Wednesday opened a Zara Man store at 73 Spring Street, only the second men’s-only concept in the U.S.

For the past two weeks the 2,150-square-foot store in the heart of SoHo served as the space to launch the Willy Chavarria-designed collection Vatisimo. Although pieces from that capsule continue to be sold in the store, it now houses a wide range of Zara’s men’s product.

The store is a short distance from Zara’s SoHo flagship and is being operated as a pop-up that will remain open through the end of June.

In a walkthrough on Wednesday morning, a company spokesperson said that Zara’s menswear has been experiencing strong demand, prompting the company to highlight the category in its own distinct locations. Last fall, Zara opened a permanent men’s store at South Coast Plaza in California, following openings in Madrid, Zurich, Rome, Berlin, and Osaka, Japan.

“This Zara Man pop-up follows the opening of our Costa Mesa store in November, the first stand-alone Zara Man boutique in the U.S., and brings the concept to the heart of SoHo, one of the world’s leading retail destinations,” said Javier Romero, Zara’s menswear director. “The new space marks an important step for Zara Man, combining accessibility with a strong and distinctive brand identity.”

The spokesperson said Zara is always open to trying new concepts such as the solo men’s stores. She said the flagship at 503 Broadway will continue to carry men’s merchandise, but the new space is more elevated and intimate.

“The main difference between this and the flagship is the way we’re mixing and coordinating product,” said one of the company’s brand managers. Customers can rest in the chairs at the center of the space and can expect more one-to-one interaction with associates. The merchandise mix is also higher quality and the assortment is not as dense as in a traditional Zara store. “It’s more like a boutique,” he said. “We’re not exposing a lot of units. It feels more like a home.”

The space will also house special collections, such as one with Aaron Levine that will debut in two weeks. It offers some special New York-specific pieces, including limited-edition T-shirts sporting “Bowery Electric” or “Prince Street Groove Alley Soho” graphics.

According to Romero, the Zara Man offering has been expanded in recent years to include sportswear, wardrobe essentials and extensive “urban” and denim offerings. “We have also launched special collaborations with creators who share our passion for quality and design in menswear, such as Willy Chavarria, Aaron Levine, Nanushka, Harry Lambert, Samuel Ross and Twojeys, among others.

“At Zara Man SoHo, we are proud to present collections such as Archive, available only in select Zara stores worldwide, alongside our broader menswear offerings, including contemporary and essential lines like Origins and Studio Collection.”

The spokesperson said the plan is to exit the space in June, but Zara may well open other men’s-specific stores in the future. “We’re always analyzing our opportunities but it has to be a very special location,” she said.

Romero added: “We have always been highly selective about our locations, including within the U.S., our second-largest market. Since 2016, we have operated a store in SoHo (503 Broadway) offering our three sections: woman, man and kids. The evolution of that store, together with the strength of our online operations, makes SoHo a natural fit for a dedicated men’s boutique for our customers in New York.”

Overall, Romero said, Zara strives to “create an exceptional fashion experience for our customers as we navigate an increasingly engaging and dynamic retail environment. This boutique underscores Zara’s ongoing commitment to listening to customers and innovating store formats to fit their evolving lifestyles, with a more personalized approach to service.”

The U.S. is a very important market for Zara and its parent, Inditex. Last year the company was focused primarily on the West Coast, opening new flagships in Los Angeles at The Grove and Forum Shops at Caesars Palace in Las Vegas. In addition, the Zara store on Newbury Street in Boston City Center reopened after a major refurbishment in December and with the addition of a unit in Charlotte, N.C., the company now has stores in 26 states.

All told, however, Zara still only operates around 100 stores in the U.S., meaning “there’s room to grow,” the spokesperson said. The brand operates more than 1,500 stores globally.

This year, Zara is focusing more of its energies on the East Coast. The company’s large flagship at 660 Fifth Avenue at 52^nd Street in New York that opened in 2012 was closed last week for a major renovation project that is expected to be completed by the end of the year. In addition, the company’s store on 34^th Street is being expanded by taking a storefront next door. That location will remain open until the new space is completed later this year. The company will also open its first store in the Bronx in a development called the Mall at Bay Plaza on April 30. The company’s store on Lincoln Road in Miami is also being given a facelift this year.

By the end of this year, the company expects to operate around 110 Zara stores in the U.S. In New York, Zara also operates stores on the Upper West Side, at 500 Fifth Avenue, at 101 Fifth Avenue, at 222 Broadway and in the Shops at Hudson Yards. There are also units at the Queens Center Mall and Kings Plaza in Brooklyn.

And looking beyond Zara, Inditex’s younger-skewed brand Bershka will open its first stores in the States this year. Two stores are slated to open in the Miami market this summer. The brand has been selling online in the U.S. and strong results prompted the decision to open brick-and-mortar locations.

Inditex’s Massimo Dutti division is also expanding its U.S. presence with stores being added in Miami and SoHo this year.

In fiscal 2025, Inditex reported that net income increased 6 percent to 6.2 billion euros on sales of 39.9 billion euros, an increase of 3.2 percent. Zara represents the lion’s share of the company’s business with sales of 28 billion euros last year, up from 27.8 billion euros in 2024.