Vineyard Vines opening a flagship in Grand Central Terminal

The preppy brand known for their small whale logo has found a new location in New York City. For several years, Vineyard Vines had been testing the waters for how well they would do in the New York market with a store on the Upper East Side. Their first store was a 2500-square-foot space at 1151 Third Avenue and 67th Street, which opened in 2014. Now, the brand has set their sights on Grand Central as the location for their flagship store.

The Connecticut-based brand will be taking the space that was once occupied by Kenneth Cole. This spring, they will be opening the flagship store, though a specific date has not been announced yet, but it is planned for mid-April. The store will be 6000 square feet, and will be adjacent to Banana Republic on 42nd Street. It will carry the men's, women's, and children's lines.

“This store opening is extremely special to us, because, in a way, it’s as if we have come full circle,” said the brand’s cofounders Shep and Ian Murray to WWD. “Prior to starting Vineyard Vines, we commuted everyday through Grand Central Terminal to our desk jobs — and now, to be able to bring a slice of ‘the good life’ back to the people that traverse these iconic hallways daily is somewhat of a dream come true.”

Aside from this new flagship store, the brand has plans to open new units in Stanford Town Center in Stanford, California, Troy, Michigan in the Somerset Collection, Hyde Park in Tampa, Florida, and the Village of Corte Madera in California. In total, Vineyard Vines operates 70 stores around the country, and they are also the Official Style of the Kentucky Derby and the Official Style of the America's Cup sailing regatta, whose New York City race will be held from May 6 to 8.

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