First we saw our friends at Topshop jump the pond the America, then we heard that the boys and girls of Jack Wills were tanning on the shores of New England. But in the latest news of the British invasion of America, All Saints Opened late last month in New York.
The shop launched with huge amounts of press coverage, but less than a month later – no one could have truly anticipated how much of a success All Saints would be…
Racking up sales of nearly $1m (£680,000) in its first week of trading, the Broadway-located store has smashed its sales targets in its first full week of trading, despite following All Saints’ typical strategy of keeping openings under the radar and adopting no marketing activity.
Putting the sales figures into perspective, sources say that a good benchmark for performance from a store of similar size and location would be $500,000 (£340,000), with the average weekly turnover target about $300,000 (£204,000).
It will be interesting to see how the shop progresses in the upcoming weeks and months – particularly without marketing initiatives in place.