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 b