Walpole Worldwide

Robb Report's Paul Croughton on what British brands need to know about cracking New York

Paul Croughton, Editor-in-Chief of Robb Report, gives us his view from New York on the luxury sector in America as we prepare to take our US Luxury Trade Delegation – and a selection of Walpole members – across the Atlantic to represent the very best of British craftsmanship and hospitality
1st Mar 2023
Walpole Worldwide Robb Report's Paul Croughton on what British brands need to know about cracking New York

Ahead of our US Luxury Trade Mission to New York next week, we spoke to Paul Croughton, Editor-in-Chief of Robb Report's American and British editions, about the luxury scene in the city right now. Read on for his view on why British brands are resonating in America right now, the districts where luxury shops are multiplying and his recommendations for any British luxury brand trying to get a foothold Stateside.

 
 
 
 

Walpole: What is the attraction of British luxury brands to an American consumer?

Paul Croughton: Luxury is built into the exported British narrative in America. America does many things wonderfully, but it cannot compete in terms of heritage with some of the UK's most storied brands. And that counts for a great deal. Expertise, consistency, craft are all profoundly important too. But do not underestimate how beguiling and compelling that old-school sense of luxury and competence is here. Ralph Lauren pretty much built his brand around the idea of it. That said, it’s vital for British brands to show that they are also contemporary and forward-thinking, too.

What aspect or sector of luxury is getting talked about most in America right now?

It feels like luxury is coming back strongly across the board. Travel, though, is particularly strong. Our readers are demanding experiences that are unique and extraordinary, and there’s almost always a travel component to that. Hospitality in general is very popular again.

What’s a British luxury brand that’s getting buzz out there right now – and what do you think they’re doing right?

Metier is getting talked about a lot. I’ve been a supporter of Melissa Morris, the founder, from the start, so it’s been great to see the brand expand, largely through word of mouth and what seems to be organic sightings of the bags out in the wild — Nicole Kidman and various other celebs are fans and have been pictured carrying them. I think dunhill is exciting people again too, which is fantastic to see. I was impressed with the new collection recently and the fact that the new team there has been given a brief by CEO Laurent Malecaze to return the brand to its British roots of craftsmanship and tailoring, rather than following fashion trends, is going down well here. Lauren Adriana’s jewellery is also, rightly, commanding attention; she’s very much a name to watch. She’s just making beautiful, exciting, rare things. It’s sounds so simple, doesn’t it?

What’s a solid piece of advice that you’d give to any British luxury brand who wants to try and break into the American market?

Work out what you want to be known for. How will you fit into the market and what will your point of difference be? What is authentic to your brand and how are you going to tell that story? Authenticity and excellence can take you far.

Oh, and look both ways when crossing the road; the delivery drivers on their electric bikes are lethal.

What shopping districts in New York City are currently attracting the crowds?

There was a load of hype about Hudson Yards when it opened, but that’s largely petered out. The Meatpacking District has been hot for ages, but as a luxury destination it's really starting to boom. Hermès has opened there, Rolex has a boutique, Audemars Piguet has its AP House there where you can view watches in a cool environment, RH (formerly Restoration Hardware) has its big flagship there but has just opened a cool boutique hotel too – and there are more openings planned for this year. There’s a good confluence of restaurants, bars, retail spaces, galleries and the High Line which makes it easy to visit and linger. 

What’s your favourite shop by a luxury brand in New York City and what makes it such a must-visit?

The Armoury is the best menswear store in NYC. There are two locations, one in Tribeca and the other on the Upper East Side, but they are united by exemplary customer service and fantastic product. You can get a great white T-shirt and Japanese canvas trainers, and then order a bespoke suit from Liverano in Florence — and everything in between. For a store that focussed largely on classic menswear and tailoring originally, they responded brilliantly to the pandemic by increasing their casual clothing options (they were moving in that direction already), so now you can be advised on the perfect ensemble for any day of the week. The stores look great, the art is always interesting, the staff are cool and the clothes are good. All boxes checked.

robbreport.com

Related Articles

How Walpole will be promoting British luxury in New York this March
Walpole Worldwide
15th Feb 2023
How Walpole will be promoting British luxury in New York this March
There's less than a month to go until our British luxury delegation to New York (from 7th to 9th March), featuring a packed programme of events and 25 of our member brands. Learn a bit more about what's on the agenda – and why the trip is so crucial to Walpole's mission.
Moriarty's Sophie Cracknell shares her out of office essentials
Out of Office
7th Feb 2025
Moriarty's Sophie Cracknell shares her out of office essentials
In our Out of Office interview series, we speak to Walpole member and partner executives at the top of their game about how they live their lives away from their desks – the habits that help them decompress, the activities that re-centre their minds, and the little luxuries that they can't live without. This week, we talk Pilates, The Pig and preparing for the week over a glass of red with Sophie Cracknell, Managing Director of global creative events studio Moriarty
Introducing Minority Report Group, our latest partner organisation
Welcome to Walpole
6th Feb 2025
Introducing Minority Report Group, our latest partner organisation
Walpole is proud to announce a new partnership with Minority Report Group, an organisation with a mission to create inclusive workplace culture for diverse voices by advancing the conversation around equity and inclusion to a point of measurable change. Here, we speak with the founder of Minority Report Group, Daniel Peters, about his journey into the luxury sector, his vision for the organisation and his passion for creating opportunity