Thursday Boots Is the Latest Digitally Native Brand to Enter Physical Retail With Three New Stores
Stephen Garner
Senior Editor
Thursday Boots is going analog.
On Dec. 19, the NYC-based digitally native footwear brand is marking its 10th year in business by opening three brick-and-mortar stores all on the same day. According to co-founder Connor Wilson, the openings come at “just the right time” after focusing on other key projects that are now coming to fruition.
“[Since 2019], we’ve used our Flatiron [NYC] office showroom as a testing ground for in-person retail, learning how to operate a single store while refining the customer experience,” Wilson told FN in an interview. “This process also underscored the importance of building a strong internal team to deliver exceptional service. At the same time, we’ve been deeply focused on product development—expanding our selection, doubling down on quality, and vertically integrating with our first fully owned and operated factory.”
Now that Wilson is ready for Thursday Boots’ next chapter, the executive is set to open the doors to new stores at 45 Crosby St. in the SoHo neighborhood of NYC, at 1524 N. Milwaukee Ave. in the Wicker Park area of Chicago and a mall-based location inside Garden State Plaza in Paramus, N.J.
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Each store comes in around 1,500 to 2,000-sq.-ft. and offers the brand’s full range of footwear, apparel and accessories. The design of each of the spaces are inspired by the unique hotel lobbies and bars that give New York, the birthplace of the brand, so much of its energy, Wilson added.
“Our stores are designed to feel elevated, but also warm and welcoming – like you’re meeting up with good friends at a nice hotel bar,” the executive said. “Everything is elegant and approachable – similar to our customer experience and product design – but in a way that feels approachable and organic. When people join us, we want them to feel like they are at an exclusive club where they’re already a member.”
As for what’s selling now, Wilson noted that boots are still the foundation of the business, but the company has seen some early success in recent releases of women’s shoes, men’s apparel, jackets, bags and more. “We’ve found that if you can really get the product right, your customers won’t just give you permission to try new things, they’ll insist upon it,” he said. “That has us particularly excited about future collections and developments in the making.”
Overall, though, the move to physical retail is an exciting step for Wilson. “On a personal level, having stores makes doing business so much more exciting,” he said. “It gives us the chance to travel, to share our passion for our products across the country, and to reconnect with what drew us to this industry in the first place — helping customers try on shoes and building meaningful connections, one person at a time.”
Looking ahead, more locations are planned to open in 2025, but Wilson is keeping the details close to his chest. “While we’re proud to be a DTC brand, our focus has always been on putting our customers first—and this is just the beginning,” Wilson added. “With many more locations planned for the new year, we’re excited to bring our brand closer to our customers than ever before.”
