Lane Bryant Flagship store, NYC

B.R. Fries & Associates partnered with Lane Bryant, a leading national retailer and wholly owned subsidiary of Ascena Retail Group, to construct its new flagship store on 34th Street in New York City, adjacent to Macy’s near Herald Square.

The project involved a complete gut renovation of the retail space, transforming it into a modern, elegant shopping destination that reflects Lane Bryant’s updated brand identity. The 7,835 sq. ft. flagship features a custom stainless-steel curved staircase, new structural elements, and fully upgraded HVAC, plumbing, and electrical systems.

Inside, the store showcases custom millwork, sheetrock ceilings, and a state-of-the-art Lutron dimming system with energy-efficient LED lighting. The fitting rooms include an innovative adjustable lighting feature, allowing customers to choose between “Office,” “Daylight,” and “Evening” settings—enhancing the shopping experience.

Working under a compressed 14-week schedule, B.R. Fries coordinated construction around the clock to ensure timely completion while maintaining the highest standards of craftsmanship and attention to detail.

This project highlights B.R. Fries’s expertise in high-end retail construction, fast-track project delivery, and custom architectural interiors for flagship retail environments.