Popular Footwear Brand Vivaia Opens First NYC Store at 68 Prince Street

Popular women’s footwear brand Vivaia is opening its first New York City retail outpost at SoHo’s 68 Prince Street.

Vivaia, which sells a range of sustainable and comfortable shoes, signed a three-year lease for a total of 1,460 square feet for ground-level and basement space in the building between Crosby and Lafayette streets, according to landlord broker Lee & Associates NYC. Asking rent was $550 per square foot.

The landlord of the three-story building is the Regina family, which completed the deal through the entity 68 Prince, Lee & Associates said.

The space will be Vivaia’s first stand-alone location in New York, the brokerage said. But it’s not exactly a stranger to the neighborhood, as the U.K.-based shoe seller opened a pop-up at 89 Crosby Street last year, its first brick-and-mortar shop, Forbes reported.

The retailer will move into the building “in the coming weeks” and replace jewelry store Adina Eden, according to Lee & Associates.

“68 Prince Street is a highly sought-after boutique location in SoHo,” Lee & Associates’ Mark Kapnick, who brokered the deal for the landlord, said in a statement. Vavaia’s arrival, he said,  “introduces an exciting addition to SoHo that enriches the neighborhood.”

Compass’s David Graff represented the tenant in the deal. Graff and a spokesperson for Vivaia did not immediately respond to requests for comment. The Regina family could not be reached for comment.

Vivaia’s shoes, which have become popular for their eco-friendly design and comfortable style, have been worn by celebrities such as Emma Roberts, Selena Gomez and Jenna Ortega.

The footwear brand will join nearby retail tenants in SoHo including H&M at 591 Broadway, Sephora at 557 Broadway and Rachel Comey at 95 Crosby Street.

Isabelle Durso can be reached at idurso@commercialobserver.com.