Cuyana’s First Store in NYC Is the Company’s Culmination of Everything It's Learned in Retail So Far

After four years of testing pop-up shops in New York, Cuyana, a direct-to-consumer women’s fashion brand, is opening its first brick-and-mortar store in the city.

The store will open in Manhattan’s SoHo neighborhood on May 30 and host a variety of events to lure people in. It’s the third store for the ecommerce company, which has already opened shops in Los Angeles in 2015 and San Francisco, where the company is based, in 2013.

“This store is the result of almost six years of learning and intention,” said Cuyana co-founder and chief experience officer Shilpa Shah.

That learning resulted in making the New York store the “full official build-out” of what the brand looks like in brick and mortar, Shah said, with custom-built furniture that highlights aspects of the brand, including drawers where...