Annie’s Ibiza Unveils First U.S. Store in SoHo

Annie’s Ibiza, the cult British brand, will open its first U.S. store in SoHo at 110 Mercer Street on Friday.

British-born Anne Doble will bring her one-of-a-kind designs to the 900-square-foot space. The intimate boutique, which is down a small staircase, is designed to feel more like a living room than a store.

“I quite like it because you step down into this little treasure chest. I’ve always wanted to have a hidden store. Obviously we’re on Mercer Street, which is not so secret, so it balances it out that you have to step down and come in,” said the 32-year-old Doble, founder and creative director, in a telephone interview on Wednesday.

The Mercer Street store marks a pivotal moment for Doble, who built her eponymous label independently from 200 euros into an internationally known brand with a devoted following. This is her third freestanding store, the other two being in Ibiza, Spain (open six months a year) and Carnaby Street in London, where the head office is.

Doble’s fashion career began at 14, working at fashion weeks while completing her education. By 16, she had established a vintage clothing operation at London’s Spitalfields Market. Her early career included roles at London and New York Fashion Weeks, followed by a position in the buying department at Calvin Klein in New York. Upon returning to London, she continued in fashion buying before she discovered Ibiza in her late teens and fell in love with the island. At 20, she opened her first boutique in Ibiza’s historic Castle D’alt Vila in 2018. In 2020, she expanded to London’s Carnaby Street, and the brand now shows at London Fashion Week since 2023.

The brand is known for timeless, hand-crafted pieces. With a thriving U.S. customer base already established through e-commerce the past six years, the Mercer Street opening represents the next step.

“To bring a part of our magic world to New York feels as though we are unfolding a new special moment at Annie’s. The shop floor is where I’m happiest in the heart of everything, with our customers. Being able to share that magic and the joy of discovery you find at Annie’s with our New York community fills me with gratitude. In many ways, this opening is a homecoming to the city where my life in fashion first began,” said Doble.

The New York flagship will feature Annie’s Ibiza’s latest collections, commission bespoke pieces in a dedicated atelier, and a curated selection of collaborations with past partners including Richard Quinn, Clio Peppiatt and Conner Ives. The store will also showcase pieces from Doble’s archive of hand-sourced vintage collections from around the globe.

The store is run by Doble herself and her close-knit team.

Draped in orange velvet curtains, layered with vintage rugs and filled with embellished pieces that feel as if they’ve been discovered in another time, the space is designed to create an atmosphere that blurs the line between fashion and fantasy.

Each garment at 110 Mercer Street continues the brand’s commitment to handcraftsmanship, reviving historical techniques such as lace-making, metal threadwork and glass bead embroidery. Doble uses innovative sustainable materials including seaweed, cactus leather, deadstock and recycled textiles.

Sustainability is central to the brand’s operations. Each piece is produced in limited runs and designed for longevity. Dresses, for example, are designed to be passed down through generations.

The brand’s celebrity following includes Kate Moss, Naomi Cambell, Margot Robbie, Taylor Swift, Zendaya, Kim Kardashian, Amal Clooney, Millie Bobby Brown, Dakota Johnson, Sabrina Carpenter, Paris Hilton and Lila Moss.

To mark the store’s opening, Annie’s Ibiza will introduce The Mercer Dress, a limited-edition design created exclusively for New York. The brand’s Christmas capsule collection will follow in November. In February, Doble will add footwear to the collection, which she plans to show during London Fashion Week.

Doble said she has built the business without any investors, and no one telling her what to do. “So it’s real creative freedom,” she said. She said SoHo is very special to her since she lived there when she was 17 and was interning in the fashion industry. She said she looked at various spaces, but felt most at home in SoHo “because it reminded us a lot of London,” she said. “And the busyness and the liveliness is the same as our Ibiza store, which is in a 3,000-year-old castle.

“I live above the store so it’s very magical. There are cascading flowers all around, and I’m very proud of my flowers,” said Doble.

Doble said she will divide her time among her three locations, spending summers in Ibiza and winters between London and New York.

Describing her aesthetic, she said, “It’s very much just my vision, what I love and what I would love to wear. And it’s kind of translated through that.” Before she started showing her own collection during London Fashion Week she would collaborate with designers from Central Saint Martins or London to create one-off collections for her store. “I’d love to collaborate with some New York designers. That’s what I’m hoping to do when I’m here, which will be really great,” she said.

Retail prices at the Mercer Street store range from $1,000 to $19,935. The average price of a dress is $2,600.

“We make things that are handcrafted. If we were to wholesale it, it would be much more expensive. But we only stock within our stores really special pieces that really don’t exist anywhere else,” she said.

“Basically, you want to be the best dressed at a party,” said Doble.

The store carries mostly dresses. “We’ve got my handbag collection here as well, and a lot of dresses and just spectacular gowns,” said Doble. “Some of my archive pieces that I collect are from around the world. It’s Egyptian fabric that’s made in Cairo in the 1920s, and it’s made from real silver. So there’s really specialist pieces that especially as a shopper, I like to stumble upon — something that I literally cannot find anywhere else,” she said.

Most of the dresses are made in England and the beading is done in India.

Doble described her target customer as women who have been at her stores in Europe. “They’ve been waiting a long time for me to come here. I’m very excited to meet some new clients, and connect with our clients who maybe only to see us once a year in Ibiza,” she said.

Doble anticipates strong sales in New York based on her other stores’ performances. She said both her Carnaby Street and Ibiza stores “are wild.”

“They sell out every second, we can’t even keep stock on the shop floor. Our Ibiza store is open until 2 in the morning, and it’s absolutely packed until 2 in the morning. We’re just completely slammed and can’t keep up with enough clothes. Everything is handmade and we make very small limited runs of everything. Things get sold out very quickly.”

She said the New York store is the largest of the three stores. She said Ibiza is tiny, it’s 180 square feet and dug into a cave. “Ibiza is very playful and fun, and London [at 550 square feet] looks like a chocolate box,” she said.

Doble anticipates that the Joan dress ($2,658.03), which was inspired by stained glass windows, and the Mercer Dress ($4,745), which has all glass beadwork, will be bestsellers in SoHo.

“I’m hoping that it’s going to be amazing. I thought we’d have a little home here in America. You can’t find Annie’s everywhere. It’s really in our own stores and online. It’s really special for clients now to be able to come into our world because it’s such a different retail space than other stores. We’re friends with a lot of our clients,” she said.

In addition to her fashion business, Doble serves as an ambassador for Project Zero, leading initiatives focused on coral reef conservation and sustainable fashion practices.