Mephisto Opens Its First SoHo Store at 409 West Broadway, a First-of-Its-Kind Concept for the Brand Globally

The premium comfort footwear brand brings a curated edit of its best-known styles to downtown Manhattan, a location chosen on proven customer demand.

NEW YORK, Nov. 12, 2026 — Mephisto, the premium French comfort footwear brand, today announces the opening of its first SoHo store, located at 409 West Broadway in New York City. The store opens to the public on October 31, 2026. This marks Mephisto's first downtown storefront in New York City.

The SoHo location introduces a new kind of Mephisto store, designed to give shoppers a reason to visit. Alongside a curated edit of Mephisto's best-known styles, the store will carry limited-edition colorways available only in-store and not sold online or through other retailers. The space has a modern, elevated and contemporary design, created to offer an inviting, personalized shopping experience. Shoppers can expect in-store fitting and service from Mephisto's trained staff.

"Our customers in SoHo were already there, shopping Mephisto at downtown specialty retailers. This store gives them a curated place to experience the brand, with the European craftsmanship and fit our customers have trusted for more than 60 years."

Post this

The location was chosen based on customer demand. Mephisto's own sales data and years of strong sell-through at downtown specialty retailers pointed to SoHo as a natural home for the brand.

The opening is the first in a broader plan to modernize Mephisto's U.S. retail stores, led by Logan Bird, who became President and CEO of Mephisto USA in February 2026. Under Bird, Mephisto USA has focused on disciplined growth and a consistent experience across wholesale, retail and direct-to-consumer channels.

"The best expansion decisions start with customer demand, not available real estate," said Logan Bird, President and CEO of Mephisto USA. "Our customers in SoHo were already there, shopping Mephisto at downtown specialty retailers. This store gives them a curated place to experience the brand, with the European craftsmanship and fit our customers have trusted for more than 60 years. We want every visit to feel worth the trip, with styles you can only find here."

Mephisto was founded in 1965 in Sarrebourg, France, by Martin Michaeli, who set out to create the world's most comfortable walking shoe. Still owned by the Michaeli family, the brand makes its footwear in its own factories in France and Portugal, combining hand-crafted steps and premium leathers with its SOFT-AIR comfort technology. Heritage styles such as the Match and Rainbow sneakers remain at the center of the collection. The brand boasts a notable celebrity following, including Jack Antonoff, Gracie Abrams, George Clooney, and Tom Cruise, alongside high-profile collaborations with retailers like Kith, CNCPTS, BEAMS, Fursac, and Madhappy.

Store details

• Address: 409 West Broadway, New York, NY 10012
• Opening date: October 31, 2026
• Hours: Monday–Sunday, 10 a.m. to 7 p.m
• Phone: 646-590-0151

Media Contact

Natalie Forrest, Mephisto, 1 2195089367, [email protected], mephistousa.com

SOURCE Mephisto