Bally is bringing its new retail concept to New York City, where it hopes to lure a younger audience with interactive store features.
While the label had long operated a flagship on Madison Avenue near what was once Barneys New York, Girotto said that when he was appointed CEO in May 2019 he made a swift decision to close that boutique — primarily due to high rents and a lack of intrigue in the surrounding neighborhood. That location closed in June 2020, making Bally dependent on key wholesale partnerships like Saks Fifth Ave. in order to convey its brand message in-person .
Part of Girotto’s strategy for the U.S. is to increase sales in its women’s category. While globally the brand’s sales are split about 60 percent for men and 40 percent for women, that breakdown skews more toward 70 percent men and 30 percent women in the U.S.