Burton Opened New 5,000-Square-Foot SoHo Flagship

The outdoor brand has moved into a high-traffic SoHo corner, occupying a space formerly held by Jaded London.

Updated on Sept. 24, 2026 in Openings & Closings

A cast-iron and brick corner storefront building in SoHo with large display windows, captured in clear morning light. — Outdoor brand Burton has launched a new 5,000-square-foot flagship location at 107 Grand Street in New York City's SoHo district. AI Illustration. Upload story photo >

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Burton launched a new 5,000-square-foot flagship retail location at 107 Grand Street in New York City on September 18. The store, situated at the corner of Mercer Street, marks a new physical expansion for the brand in the competitive SoHo district.

Why it matters

Securing high-profile retail real estate in SoHo represents a strategic move for consumer-facing brands to increase brand visibility and control the customer experience in a key urban market. The move follows a pattern of brands cycling through prime retail slots in high-density shopping corridors.

The new storefront spans 5,000 square feet, significantly repurposing the site at 107 Grand Street previously occupied by Jaded London.

The players

Burton

A global leader in snowboarding equipment and apparel that operates a vertically integrated retail and wholesale model.

Zeb Powell

A professional snowboarder known for his high-energy style who is debuting an apparel line titled Zeb's Closet.

The details

The expansion places Burton directly on the corner of Grand and Mercer Streets, a high-traffic intersection that serves as a hub for fashion-forward retail. By taking over an established space, the company bypasses the complexities of new construction while embedding its brand into a pre-existing commercial cluster. The location will function as both a sales outlet and a platform for product debuts, including upcoming apparel lines.

Burton opened the new flagship store on September 18, 2026.
A public launch event is scheduled for September 24, 2026.

Market Landscape

This opening mirrors the ongoing retail migration in the SoHo cast-iron district, where established performance brands replace transient boutique tenants. It marks a continuation of the trend where technical outdoor brands expand their physical presence into urban luxury retail corridors.

Operators in the retail sector should monitor how the brand leverages this specific corner for community events and seasonal product drops. Watch whether this footprint expansion signals a broader push to capture urban fashion demographics ahead of the winter season.

The takeaway

Large-scale retailers are increasingly prioritizing high-visibility urban flagships to drive brand authority in competitive environments. Owners should track local retail occupancy trends to identify shifts in district demand and potential anchor-tenant changes.