NEW YORK ― A Vermont-based business has opened its first retail location, a pop-up store in the heart of one of Manhattan’s hipper districts.
Commando, which began nearly two decades ago specializing in women’s undergarments, has since expanded its line to include a variety of women’s fashion. The company was founded by Kerry O’Brien of Shelburne and is based in South Burlington.
The pop-up shop opened Sept. 7 at 75 Greene St. in SoHo. The 2,200-square-foot shop will remain at the lower Manhattan location through December.
The Burlington Free Press took the occasion to reach out to O’Brien by email for an update on all that’s happening with Commando.
Burlington Free Press: Why open a pop-up store in New York City?
Kerry O’Brien: We are coming up on our 20th anniversary and the Commando brand has never been stronger. Our first retail location had to be NYC and had to be SoHo, and it feels like a homecoming for me because we are just blocks from where I started Commando nearly 20 years ago. We’ve been patient and discerning waiting for the right location. This temporary pop-up location in SoHo became available and we seized the opportunity. We found it a bit uncanny how it checked so many of our must-have boxes. Residential in feel, ample storytelling space, a separate room to tell the closet story and well… it’s Greene Street! While I am a proud sixth-generation Vermonter, NYC has always been my second home. I love the energy of the city, there is truly nothing like it. Both my family and our Commando headquarters reside in VT, but NYC feeds my creativity and I love the energy and badass attitude that it has.
The growth of our digital business in recent years has enabled us to get closer to our customer than we have ever been and it’s accelerated our learning curve. The evolution of our ready to wear line was born out of a desire from our customers for more from the brand. Experimenting with a physical store where she can touch and feel the product will continue those learnings. Not only informing our DTC (direct to consumer) channel but also strengthening our wholesale partners’ Commando businesses. Greene Street will inform so much of our future products and experiences. Nothing replaces standing face-to-face with a customer in a dressing room. We’ve had the very best premium wholesale partners with us on this journey and our wholesale business continues as an important part of our strategy. We’ve been slow and exacting in our growth, never compromising.
BFP: Does Commando have stores elsewhere or is this the only one? If so, where do you sell your items primarily?
KO: We have the very best wholesale partners, Commando can be found in the United States at Net-a-Porter, ShopBop, Bloomingdales, Nordstrom, Neiman Marcus, Saks 5th Avenue, Bergdorf Goodman as well as hundreds of boutiques across the country (including right here in Burlington at Green Envy, Harbour Thread and Bertha Church, Mendy’s and Monelle in Shelburne and l’ivresse in Essex). We are also in the UK and Australia and of course on our website wearcommando.com
BFP: We last profiled Commando in 2014; how has company growth been since then?
KO: We are privately owned and do not disclose this information. I will say I am proud that Commando has grown every year since we began nearly 20 years ago.
BFP: What is the company’s presence in Vermont, in terms of employment, etc.?
KO: Our company headquarters are in South Burlington VT, but my relationship with Vermont is so much deeper. I am a 6th generation Vermonter. My great great great (great) Grandfather William Cockle was born in Burlington in 1816! The majority of our team is here. Our product development, product design, production, HR, and finance teams are all based in VT as well as our warehouse – employing roughly 80 local employees. We also have several teams working remotely (20 team members) including marketing, digital commerce, supply chain, and sales.
Contact Brent Hallenbeck at bhallenbeck@freepressmedia.com.
