DTLR, a fast-growing lifestyle retailer with over 245 stores in 19 states, has opened a new flagship store on South 52nd Street. The store is located at 4 S. 52nd St., in the space previously occupied by VILLA, which was acquired by DTLR in 2017.

A ribbon-cutting ceremony took place on Thursday. During the ceremony, DTLR President Scott Collins, along with Councilwoman-elect Jamie Gauthier, provided remarks to commemorate the brand-new, three-story, 8,600-square-foot store. 

The new store features 5,100 total square feet of retail space on the first and second floors, a brand-new elevator, and a “shoeveyor” belt to move footwear to customers from the first and second floors (see photo below).

DTLR focuses on fashion and footwear inspired by urban culture and music. The new store has a DJ booth where DTLR Radio can host live broadcasts and is also using laser projectors and projection mapping technologies to create visual displays inside the store.

DTLR also tries to give back to the communities it serves through such programs as toy drives, fresh produce giveaways, and partnerships with athletes and recording artists to support local schools and communities.