Italian luxury lingerie brand Moorer is making a serious play for American shoppers, opening flagship stores in New York and Miami as part of a broader push into the U.S. market. The company, known for its intricate lace and bold designs, sees the United States as its fastest-growing territory and expects it to become its number-one market within the next few years.
The new boutiques, located in Manhattan's SoHo district and Miami's Design District, are designed to mirror the brand's European aesthetic while catering to local tastes. Each store features a curated mix of best-selling collections and exclusive U.S. pieces, with fitting rooms styled as intimate boudoirs. Moorer's CEO noted that American customers have shown a strong appetite for high-end, body-positive lingerie that blends comfort with seduction.
The expansion comes as Moorer reports a 40% sales increase in North America over the past year, driven by online growth and celebrity endorsements. The brand plans to open additional U.S. locations in Los Angeles and Chicago by 2026. For now, the New York and Miami flagships serve as test beds for a larger retail strategy, with the company betting that American women are ready to trade up in their lingerie drawers.
Originally reported by WWD