From Melbourne to SoHo: Kat the Label opens its first permanent US store
The Australian lingerie label has been on Manhattan's Lafayette Street since Friday, following earlier New York pop-ups and with a dedicated space for brides.
Symbolic image · Photo: Dillan Payne / Wikimedia Commons, CC BY-SA 4.0 (cropped and resized)
Australian lingerie label Kat the Label opened its first permanent US store on Friday, 23 October, at 242 Lafayette Street in New York's SoHo. The brand was founded in Melbourne in 2015 by Kate Nixon and started with lace bralettes before adding bodysuits and robes. Its retail partners include Revolve, Nordstrom, Anthropologie and Free People.
"On the 23rd of October, we've officially opened our New York store and this time we're here to stay," the label wrote. It had already staged New York pop-ups in 2026, including a capsule marking Marilyn Monroe's 100th anniversary. Besides lingerie and sleepwear, bridal is a focus: a separate Bridal Suite is designed for private appointments with bridesmaids or friends, with bookings opening on 1 November, according to WWD.
The location does not come cheap: according to Commercial Observer, median asking rent on SoHo's Broadway corridor reached $726 per square foot in the second half of 2025, up 24 percent on the first half. Kat the Label says it plans more stores in Australia and hopes to add further US locations.