MIDTOWN — An upscale American sportswear brand known for its stylish golf attire is coming to Madison Avenue.
Peter Millar is planning to open a 3,400-square-foot flagship store on Madison Avenue between 54th and 55th Streets in the fall. The brand currently has stores in Southampton, Palm Beach and Zurich, and is carried by many other high-end apparel shops around the country. It will be Peter Millar’s first dedicated location in New York City.
Founded in Raleigh, N.C., in 2001, Peter Millar is known for its modern, colorful take on classic American sportswear pieces.
Prices range from about $85 for a cotton golf shirt to more than $1,000 for a wool sports coat, with most items coming in under $250.
The company built a following on the golf course, outfitting the U.S. teams for the Ryder and President’s Cups and signing pros such as Brandt Snedeker and Harris English. In recent years, it has expanded beyond golf wear to include suits, shoes, swimwear and luggage.
"This label is a perfect fit for the Madison and Worth Avenues of the world," said Faith Hope Consolo, one of the Douglas Elliman agents who brokered the deal. "For its first New York store, we placed it in a highly visible, multi-level space for instant presence."
The Madison Avenue store will carry items like as button-down shirts, cashmere sweaters and sports coats, as well as the brand's own line of performance golf attire. The store will also carry Peter Millar's line for women, which features items such as polo shirts, sport skirts and rubber-soled ballet flats.