Rhone, the men’s performance lifestyle brand, opened its first permanent store at Hudson Yards in Manhattan.

Rhone Hudson Yards, which opened March 15, is located on the luxury property’s 77,000 square foot second floor at 20 Hudson Yards.

The brand is also hosting a Rhone Midtown Retail Experience pop-up at 1585 Broadway from February 13 through May 31. The Midtown Retail Experience will feature a variety of in-store activations from fitness classes led by NYC’s top trainers to panel discussions on important topics relating to the modern man. At Hudson Yards, customers will be immersed in the Rhone experience through sleek, functional design elements that reflect Rhone’s emphasis on form, fit and quality.

Rhone’s retail expansion kicks off a new year after the company celebrated doubling in size in 2018.

“2019 is gearing up to be a very exciting year for us here at Rhone, we’re expanding our retail footprint, investing in partnerships, and on a mission to continue creating products engineered with principle, performance, and progress for the modern man,” said Nate Checketts, co-founder and CEO of Rhone. “Physical retail complements our e-commerce business because we get to interact with our customers in real life, and better understand what’s most important to them. Our Midtown Retail Experience & Hudson Yards stores represent a unique opportunity to show everyone on the world’s largest stage what we stand for and what we’re building.”

“We enjoy experimenting with different retail concepts at Rhone and we look forward to the opportunity to reach one of our core demographics with the Midtown store,” said Barbara Nealey, director of retail operations at Rhone. “We’re also thrilled to partner with Hudson Yards to launch our first-ever permanent brick-and-mortar storefront that will serve as a flagship embodiment of our brand.”

Photo courtesy Rhone