Toast, a U.K. lifestyle brand, expands to Brooklyn with new store: Location and Details

U.K. lifestyle label Toast is making its mark in the U.S. market with the opening of its first permanent location in Brooklyn on June 6. Known for its sustainable and ethically made goods, Toast is bringing its mindful approach to the bustling neighborhood of Boerum Hill at 367 Atlantic Avenue.

With 20 stores already established in the U.K., Toast’s chief executive officer, Suzie de Rohan Willner, expressed excitement about expanding into North America. She emphasized the brand’s goal of creating a unique experience for customers, whether they are familiar with Toast or not.

“We want to stop people in their path in a busy day — slow us all down a little bit and have a joyous moment,” de Rohan Willner said. “It’s a beautiful thing to see something different in a window, whether it’s a garment, a work of art, a bedspread, or some gorgeous plants.”

Toast has been gradually building its presence in the U.S. over the past six to eight years, starting with pop-ups in Hudson, N.Y., and forming partnerships with independent boutiques. The decision to open a permanent store in Brooklyn signifies the brand’s commitment to the American market.

To ensure the brand’s integrity is maintained in the U.S., Toast has hired Renda Mansour as its first head of brand for North America. Mansour, who previously worked at ABC Home for a decade, aims to replicate the meticulous care and attention to detail seen in the U.K. stores.

The Brooklyn location was designed with the local community in mind, with a focus on creating a space that serves as a hub for events and workshops. Mansour highlighted the importance of providing an authentic connection with the brand through engaging experiences for customers.

One of Toast’s signature programs, the New Makers initiative, will also be featured in the Brooklyn store. Launched six years ago, the program allows craftspeople from around the world to have their products sold through Toast’s platform and receive mentorship from the brand.

De Rohan Willner noted that the 2024 New Makers program received a record number of applicants from the U.S., showcasing the brand’s global reach and commitment to supporting emerging creatives. The Brooklyn store will offer space for these New Makers to showcase their work and connect with customers.

Looking ahead, Toast plans to continue its slow and mindful approach to growth, focusing on establishing its presence in Brooklyn before considering further expansion in the U.S. De Rohan Willner emphasized the brand’s dedication to sharing knowledge, sustaining craftsmanship, and enriching communities through its initiatives.

As Toast brings its mindful approach to the U.S. market, customers can expect a unique and engaging experience at the Brooklyn store, where sustainability, creativity, and community come together in a harmonious blend.