British Lifestyle Brand Toast Opens Store in Brooklyn

U.K. lifestyle brand Toast is making its mark in the U.S. market with the opening of its first permanent location in Brooklyn. Known for its sustainable and ethically made fashion and homeware goods, Toast is set to open its doors at 367 Atlantic Avenue in the Boerum Hill neighborhood on June 6, marking its 20th store worldwide.

Suzie de Rohan Willner, the CEO of Toast, expressed her excitement about expanding into the U.S. market, stating, “This enables us to actually act in North America in the way we do in the U.K. and stop people in their path in a busy day — slow us all down a little bit and have a joyous moment even if they’re not Toast customers.”

The brand has seen a growing interest among U.S. consumers over the past few years, leading to the decision to establish a permanent presence in the country. Prior to the Brooklyn store, Toast had tested the waters with a pop-up in Hudson, N.Y., and formed partnerships with independent boutiques across the U.S.

To ensure that the brand’s essence is preserved in the U.S., Toast has appointed Renda Mansour as its first head of brand for North America. Mansour, who previously worked at ABC Home for a decade, aims to maintain the same level of care and attention to detail in the U.S. stores as seen in the U.K. locations.

The Brooklyn store is designed to reflect the brand’s commitment to community engagement and experiential retail. Toast plans to host events and workshops, such as basket weaving and sculpture making, to create a welcoming space for customers to not only shop but also relax and learn new skills.

One of the highlights of the Brooklyn store will be the showcase of Toast’s New Makers program, which supports craftspeople from around the world by featuring their products in Toast’s stores and providing mentorship. The program received a record number of applicants from the U.S. this year, highlighting the brand’s commitment to nurturing emerging talent.

Looking ahead, Toast intends to focus on establishing its presence in Brooklyn before considering further expansion in the U.S. De Rohan Willner emphasized the brand’s slow and mindful approach to growth, stating, “Our purpose is to share knowledge, sustain craftsmanship, and leave communities enriched. That is really what we try and do. Then we go slowly. We work with our local community and we enjoy every moment of it.”

With its unique blend of sustainability, craftsmanship, and community engagement, Toast is poised to make a meaningful impact in the U.S. market and continue its mission of promoting mindful living and creativity.