Aritzia flagships are always about bringing some scale to a premiere location, but with the Canadian brand’s newest site, opening in Manhattan’s Flatiron District, the format gets elevated.

With its tall windows, original fluted cast-iron columns and soaring scalloped ceilings, the two-level, 25,500-square-foot flagship, opening to the public on Nov. 21, has a sophisticated, warmer, tone-on-tone decor, and a shoppable, high-touch service experience. It feels a bit more feminine than other Aritzia locations.

Aritzia’s Flatiron flagship is located at 115 Fifth Avenue on the corner of 19th Street on the site of a former Madewell store, and in an 1869 building that once housed the former Arnold Constable department store. The flagship will replace the store just two blocks south on Fifth Avenue. The flagship is triple the size of the soon-to-close store. Aritzia stores average about 10,000 square feet, with flagship locations at least 20,000 square feet.

During a preopening preview of the flagship, WWD found an interior that reflects the historic character of the neighborhood and features elements unique to the site versus other Aritzia sites. Yet there’s also a balance, as several of the materials incorporated into the interior design are consistent with other Aritzia flagships, such as the sand-cast brick, mosaic floor with marble accents, the oak paneling, and the vintage tables for display.

Aritzia has an in-house team of interior and industrial designers, handpicking furniture and art objects to intentionally avoid the cookie cutter or overly systemized appearance of so many other multiunit retail chains. When a shopper enters Aritzia for the first time, they shouldn’t feel like they’ve been there before, and that’s particularly the case in Flatiron. There’s a degree of uniqueness as well as a certain continuity.

Aritzia, a vertically integrated design house, is guided by its “everyday luxury” philosophy. On the first floor of the flagship is the brand’s elevated workwear, more whimsical ready-to-wear, tailored outerwear, cashmere, and “effortless” pants.

The second floor provides a generous display of Aritzia’s popular “Super Puff” jacket, additional outerwear, Aritzia’s Golden athletic line, and other casual and lifestyle fashions. Key Aritzia in-house brands include Wilfred Babaton and TNA.

Also on two is Aritzia’s A-OK café, for coffee and light foods. Whereas coffee stops in other stores tend to feel like afterthoughts, the A-OK cafe is centrally located, seamlessly integrated into the floor. It’s about 1,000 square feet with seating, and additional back-of-house space. Other A-OK cafés at Aritzia can be as small as 400 square feet. Aritzia has been working on an expanded food and beverage offering, especially for its flagships in New York City.

What’s also special at the Flatiron flagship are the 38 styling suites, essentially comfortable and spacious takes on the fitting room. Generally at other retailers fittings are not as inviting. The styling suites are set in “Atelier” areas on both floors of the flagship. Stylists are available to provide personalized styling and tailoring advice. Appointments can be made, but are not required.

“In just one year, we’ve opened new, expanded flagship boutiques in SoHo, Rockefeller Center, and now Flatiron — a reflection of our thriving community in New York,” Jennifer Wong, the chief executive officer of Aritzia, said in a statement. She characterized the Flatiron flagship opening as a “milestone marking an exciting next chapter as we bring our Everyday Luxury experience to even more clients across the city.”

In December 2024, Aritzia opened a 33,600-square-foot flagship at 608 Fifth Avenue, just a stone’s throw from Rockefeller Center and one block from the brand’s original Fifth Avenue location, which opened in 2012 and closed. Earlier last year, Aritzia opened a SoHo flagship, which replaced an existing store in the neighborhood.

Aritzia is having a moment. It’s expanding across the U.S. at a rapid clip, gaining awareness, and performing well. For the brand’s second quarter, net revenue reached $812 million, a 32 percent increase compared to the same period a year ago. Comparable sales grew 22 percent, with double-digit growth cited for all channels and geographies, led by e-commerce business in the U.S.

The retailer has been increasing its investments in digital and brand marketing to propel the Aritzia brand and accelerate client acquisition. Last month, Aritzia launched its first app, which offers a stream of exclusive shoppable content and is equipped with styling inspiration, a daily Outfit of the Day and outfit ideas courtesy of Aritzia Muses, in-house stylists and creators. The app is designed to feel like the user has a personal stylist. In addition, it allows users exclusive early access to the retailer’s product launches, color drops and collaborations.

“Our broad-based momentum has continued into the third quarter of fiscal 2026, driven by the ongoing positive response to our product and strong execution across our three strategic growth levers — geographic expansion, digital growth and increased brand awareness,” Wong said when the financial results were released last month. “We remain agile as we navigate tariff-related developments from a position of strength. The momentum in our business, our proven operating model and our healthy balance sheet give us confidence in our path forward as we capitalize on our vast opportunity for growth in the United States and beyond.”

Wong has spearheaded the U.S. expansion that began in 2007, the launch of e-commerce in 2012, the initial public offering for Aritzia in 2016, and the relocation of a distribution center for handling greater capacity. She has been behind efforts to “reimagine,” as she has said, the shopping experience.

Aritzia can be fashion-forward, and has a reputation for quality and being spot on with trends. It’s not fast fashion, or cheap, and fills a niche between mass-market and high-end brands. Many of the items in the collection are considered wardrobing staples, versatile and easy to mix and match. Aritzia is further advantaged by successfully attracting mothers and daughters shopping together.