While Chris Burch’s new lifestyle brand, C. Wonder, consists of apparel, accessories, home goods and novelty items, the venture capitalist told Footwear News that footwear is a major focus.
“We all know shoes are the most important thing to a woman,” he said at the 7,200-sq-ft flagship on Soho’s Spring Street. “We feel like shoes are probably our most important category and a category we like the most, but you have to make them fit well. They have to be comfortable, extraordinary stylish and they have to be right.”
In order to get his preliminary collection of flexible flats, rainboots, mocs and clogs up to par, Burch went to his newly constructed shoe factory outside Hong Kong. While the factory was built for another of his projects — apparel and accessories label Monika Chiang — Burch wanted the C. Wonder styles to have the same quality.
“We’re using that factory to get the best of class,” he said. “We wanted our customers to get deep value.”
Price points for footwear and most other items stay below $100.
“We wanted to give the customer a feeling of total and absolute luxury at really extraordinary prices,” Burch said.
The former husband of Tory Burch said he hopes to open 300 C. Wonder shops over the next few years and expand the shoe collection. While the locations are still to be determined, Burch said it was a no brainer when it came to picking the spot for the brand’s first flagship.
“Soho is the most important shopping district in the world,” he said. “We want our customers to rejoice in this environment.”