Róhe Opens Its First New York Flagship in SoHo
Images via Róhe
The Dutch label has opened the doors to 77 Mercer Street, creating a SoHo home for clothing, art, craftsmanship, and collectible design.
Róhe has officially arrived in New York. The Amsterdam-based label has opened its first-ever physical store at 77 Mercer Street in SoHo, marking a significant step for a brand that, since launching in 2021, has largely built its world through its collections, imagery, and carefully defined point of view. Rather than approaching the New York flagship as a conventional boutique, founders Marieke Meulendijks and Maickel Weyers have created something much closer to a home, one where clothing shares space with furniture, art, ceramics, and objects meant to be lived with.
The starting point was Huis de Vicq, Róhe’s 17th-century canal house headquarters in Amsterdam, where its studio and atelier sit among art, furniture, and pieces collected over years. In New York, that feeling has been translated rather than replicated. Custom Dutch wooden paneling and warm, tactile materials give the SoHo space an immediate sense of permanence, while the restrained palette lets the objects within it do much of the talking. There are chairs by French designer Olivier Gagnère, Gervasoni’s slipcovered Ghost seating, Dutch-made woodwork by DeanWorks, and porcelain by Japanese brand Time & Style. It is a particularly good example of how a store can communicate where a brand comes from without turning its heritage into a theme.
There is also a deliberate slowness to the experience. The front of the store functions almost like a gallery and gathering room, complete with a communal table and tea offered to visitors, while the fitting rooms have been conceived more like bedrooms than changing stalls. Even making a purchase has its own small ritual: clients are seated and offered a drink as tissue, box, and ribbon are assembled in front of them. In a city built around speed, Róhe seems interested in doing the opposite. Meulendijks has described the intention as bringing customers into a slower rhythm than the one outside on Mercer Street.
Of course, there is plenty to discover beyond the interiors. Alongside Róhe’s Fall/Winter 2026 collection, the store carries its Heritage collection, bridal pieces, accessories, and an Atelier offering exclusive to the New York location, with pieces made in Amsterdam using remaining fabrics. Visitors can also find an early look at the footwear Róhe plans to introduce next spring. Together, they make the flagship feel less like a place designed simply to hold inventory and more like the fullest physical expression of Róhe so far.
Perhaps that is what makes 77 Mercer Street so appealing. Róhe hasn't tried to overwhelm the space or compete with New York's energy. Instead, it has brought a very specific piece of Amsterdam with it: warm wood, beautiful objects, good proportions, and an appreciation for taking one's time. The result feels remarkably personal for a brand's first store and makes a convincing case that the best new retail spaces aren't really about retail alone anymore.
Róhe New York
77 Mercer Street, SoHo
Monday–Saturday, 11 AM–7 PM; Sunday, 12 PM–6 PM