Dr. Martens Reopens Herald Square Store as Brand Centre
The remodeled 1,200-square-foot store is the brand's first U.S. Brand Centre concept, rolled out alongside similar openings in Paris and Munich.
Updated on Nov. 5, 2026 in Retail
Live Poll
Would you make a special trip to a brand store for an in-person shopping experience?
Dr. Martens reopened its Herald Square store at 1333 Broadway in New York as a Brand Centre concept, featuring a redesigned layout with a modular fixture system and in-store leather care, shoe repair and customization services. The Century City store in Los Angeles is set to reopen in the same concept this fall.
Why it matters
The redesign reflects the footwear company's new visual identity and its push to expand a structured set of owned retail formats, including Beacon Stores, Brand Centres, Brand Stores and Outlets. The move comes as the brand reports growing profit despite a slight revenue decline.
Fiscal 2026 profit before taxes climbed 9.7 percent to 32.7 million pounds, even as revenue slipped 1.5 percent to 764.9 million pounds from 776.3 million pounds in fiscal 2025. The company has not yet reported how the new store format has affected results.
The players
Dr. Martens
A British footwear brand known for its boots, which operates Beacon Stores, Brand Centres, Brand Stores and Outlets as its owned retail formats.
The details
The 1,200-square-foot Herald Square store, first opened in 2017, carries boots, shoes, sandals, the Made in England range, seasonal collections, and bags and leather accessories. The remodel introduces boot-shaped door handles and an activation shed and launch area for new product drops.
Timeline
2017: The Herald Square store first opened.
Fiscal 2026: Profit before taxes rose to 32.7 million pounds.
Nov. 12, 2026: Dr. Martens releases first half fiscal 2027 results.
Market Landscape
The Brand Centre rollout extends Dr. Martens' existing four-format owned retail structure of Beacon Stores, Brand Centres, Brand Stores and Outlets, with new Brand Centres also opening in Paris's Le Marais and Munich's Sendlinger Strasse. The expansion places the brand's own stores alongside its wholesale presence as it tests how a unified visual identity performs across cities.
Shoppers in New York can now visit the Herald Square store for boots, shoes, sandals and leather goods, plus leather care and shoe repair services. Customers in Los Angeles will be able to access the same Brand Centre concept at Century City this fall.
The takeaway
Shoppers who want shoe repair or leather customization can now get those services directly at the reopened Herald Square store. Checking the store's offerings before a visit can help customers find the right product or service for their needs.
What happens next
Dr. Martens will release its first half fiscal 2027 results on Nov. 12, 2026, which will show whether profit growth continues into the new fiscal year.
Further reading
Explore more New York City Retail news and store openings across the city.
Source note: This article includes information reported by WWD.
Live Poll
Would you make a special trip to a brand store for an in-person shopping experience?
