Newbury Street
Description
Newbury Street, nestled in Boston's historic Back Bay, is a mile-long avenue renowned for its blend of upscale retail, dining, and cultural experiences. The street's iconic 19th-century brownstones house a diverse array of establishments, from luxury brands like Chanel and Valentino to unique local boutiques and art galleries. The eastern end near the Boston Public Garden boasts high-end retailers, while the western stretch offers a more bohemian vibe with independent shops and cafes. This dynamic mix attracts a varied clientele, including affluent locals, tourists, and students, contributing to its vibrant atmosphere.
Ralph Lauren buys its building on Newbury Street.
Varley to Open First Massachusetts Store
Varley, the London and Los Angeles–based womenswear brand known for its minimalist take on athleisure and lifestyle apparel, is bringing its quietly luxurious aesthetic to Boston. The brand will open a new location at 154 Newbury Street marking its first permanent storefront in Massachusetts.
Founded in 2014 by Lara and Ben Mead, Varley has developed a loyal following for its understated basics, structured knitwear, and modern outerwear. The collections strike a balance between comfort and refinement—designed for women who want clothes that transition seamlessly from activewear to everyday life without compromising on style.
In addition to its stores in New York and London, Varley is expanding with upcoming locations in Oakbrook, NorthPark, and now Newbury Street signaling a broader U.S. retail strategy focused on affluent lifestyle centers.
Johnny Cupcakes Closing Iconic Newbury Street Shop
BIRKENSTOCK Opens on Boston's Newbury Street
Brooks Brothers Opens New Flagship Store on Boston’s Newbury Street
Local Expert Analysis
Market Positioning & Leasing Trends
Newbury Street stands as Boston's premier shopping destination, often compared to New York's Fifth Avenue. Its unique combination of historic architecture and modern retail makes it a coveted location for both established luxury brands and emerging retailers. The street has seen a steady influx of new tenants, including pop-up shops and experiential retail spaces, reflecting a trend towards innovative retail concepts. Rental rates are among the highest in the city, commensurate with its prime location and high foot traffic.
Who Shops & Visits Here? (Demographics & Foot Traffic)
The primary customer base comprises affluent residents, international touri
New Developments
Newbury Street is poised for continued growth, with upcoming developments like the Lyrik Back Bay project expected to enhance its appeal. The trend towards experiential retail and mixed-use spaces is likely to attract innovative brands, further solidifying its status as Boston's retail epicenter
