David Yurman Taking Over Coach Space on Fifth Avenue

David Yurman has grabbed a prime Fifth Avenue space, WWD has learned.

The luxury jewelry brand signed a long-term lease with General Growth Properties for a flagship at 685 Fifth Avenue near 54th Street in New York City.

The deal marks David Yurman’s debut on Fifth Avenue, a milestone moment in elevating a brand’s image while also growing sales.

Yurman sees Fifth Avenue as a bigger opportunity in the years ahead, considering plans are afoot to transform the area, one of the world’s greatest and busiest shopping areas, to make it more pedestrian and shopper-friendly.

However, it will be some time before the David Yurman flagship opens as the current target is the first quarter of 2029. When it does open, the store will rank as the brand’s largest flagship.

“It will showcase David Yurman’s most expressive and immersive retail experience, spanning more than 22,000 square feet across three floors, and continuing the brand’s significant momentum and continued projected growth,” the company said in a statement provided exclusively to WWD.

Coach is expected to vacate the location when its current lease ends in April, and then relocate its flagship, known as the “Coach House,” two blocks south to 645 Fifth Avenue, according to reports. When Coach moved into 685 Fifth Avenue in 2016, it had a 10-year lease and was paying about $4,000 a square foot in rent, according to The Real Deal.

David Yurman did not provide details of its lease agreement with General Growth.

New York City is the birthplace of the brand’s founders, David and Sybil Yurman, and is where the company is based. The Yurman’s opened their first boutique on Madison Avenue in 1999 and now have hundreds of company-owned and authorized retail locations around the world.

“The unmatched energy, vibrancy, and magnetism of the city have fueled our creativity from the beginning, and we are overjoyed to mark the next chapter in our New York story by welcoming guests into our highly anticipated new flagship,” David Yurman said in a statement.

David Yurman jewelry is known for its timeless American luxury style that can worn for everyday use, not just special occasions, and for its signature sculptural cable motif.

Work on the plan to remake Fifth Avenue is seen commencing in 2028 and will extend from Bryant Park to Central Park. The ambitious plan calls for widening the sidewalks, reducing traffic lanes to three from the current five, adding trees, planters, benches, improved lighting and infrastructure to reduce the impact of storms, and possibly adding more vehicle-free weekends. The idea is to make it easier and more inviting for shoppers to walk up and down the avenue, making it a bit more like the Champs-Élysées in Paris. A $400 million budget has been allocated for the project.