LoveShackFancy continues to expand its fleet of retail stores.

The company, known for its feminine, romantic and vintage-inspired aesthetic, will open a New York City flagship Saturday at 462 Broome Street in SoHo, bringing the total number of stores to 24. It’s the brand’s third store in Manhattan.

The 2,300-square-foot SoHo door, which represents the brand’s largest New York City location yet, has been designed in partnership with Rigos Projects, an Amsterdam/Barcelona-based creative interior architectural agency founded by Nicholas Rigos, whom the brand has worked closely with for six years.

The SoHo flagship will introduce the brand’s first immersive showroom dedicated to their home collection, allowing visitors to view and shop every piece from tabletop to bedding to bath, glassware and more. The flagship will also implement a Google Shopping technology that allows customers to virtually try on pieces before they buy.

“I am beyond excited to finally be opening our flagship LoveShackFancy stores right in the heart of SoHo — one of the world’s (and my favorite) most iconic shopping destinations,” said Rebecca Hessel Cohen, founder and creative director of LoveShackFancy. “This new store is way more than just a store. It’s an all-encompassing, immersive and experiential world of LoveShackFancy. For the very first time, we’ll have a full showroom for our home collection, which I’m so excited for, a beauty bar to try out all of our amazing beauty products, and so much more. This store truly elevates our customer experience like never before, and I can’t wait for you all to see it.”

She said the dedicated home section, “affectionately called ‘The Studio,’ is designed to evoke a dreamy LoveShackFancy girl’s first apartment.” It features a full showcase of home, beauty, bath and more. The Home collection accounts for 10 percent of the flagship’s merchandise. (The Home collection is exclusively sold online and at LoveShackFancy boutiques).

Asked if she feels the SoHo store will attract a different customer than the West Village (Bleecker Street) or Madison Avenue stores, Hessel Cohen said: “Yes! Each LoveShackFancy store is unique and tailored to its own client base. While Bleecker feels cozy and quaint, like stepping into a little secret, and Madison embodies that Uptown Girl chic, SoHo represents our sophisticated downtown girl: effortless, confident and social.

“It’s the ultimate girls’ club and the truest expression of the LoveShackFancy world. Tourist traffic in SoHo has also been steadily rising, which made it the perfect location for our flagship. We know this store will attract both locals and visitors alike with its interactive experiential design with surprise and delight moments and one-of-a-kind space that captures the full LoveShack Fancy experience,” she said.

She added that she chose SoHo because it holds a special place in her heart. It’s where she and her husband, Todd, spent their 20s wandering cobblestone streets and dreaming big. “Opening here feels like the most magical full-circle moment,” she said.

The SoHo store follows closely on the heels of store openings in Wilmette, Ill., and The Woodlands, Texas, that opened in September and early October, respectively.

The SoHo flagship will house a wide range of the brand’s product from every product category including, but not limited to, ready-to-wear, beauty and fragrance, home, activewear, kids, exclusive bespoke pieces and a curated vintage capsule. The brand plans to expand its bespoke offering.

While LoveShackFancy will continue to target babies, moms and grandparents in terms of sales, the brand aims to use this flagship as an immersive, interactive and experimental environment as it expands its product offerings further.

The flagship is getting the full LoveShackFancy makeover complete with pinks, florals and vintage-inspired decor, but will preserve the location’s famous features such as partitions, a fireplace, the columns, tin ceiling and its exterior including the antique door. The partition, which is defined with a wooden wall, features a skylight and the fireplace; this pied-à-terre will serve as the home showroom entry for an experiential dining moment flooded with natural light. The location was formerly an interior store called Ochre.

Unlike other LoveShackFancy stores, the flagship will highlight each brand category through its own dedicated space. A major focus of the store is the brand’s first dedicated beauty bar. The beauty bar allows shoppers to try out the brand’s bestselling fragrances, hair and body mists while being introduced to new products as well. The store will house a 360-degree cash wrap with multiuse functions providing more interactive elements like customization to elevate the customer experience. The fitting rooms, framed with a bow at the entrance, will be a luxury tent-like atmosphere providing ample space for try-ons and new, pivoting LED lights for better lighting when trying on clothes.

The store offers a range of price points, from more accessible pieces like Hair and Body Perfume Mist, custom SoHo T-shirts and hair accessories to SoHo-exclusive items and a deluxe assortment of faux furs and hand-beaded gowns. Prices range from $20 to $4,000.

The store was inspired by Hessel Cohen’s personal closet and reflects the brand’s whimsical dreamworld with mixed tones of pink, a variety of textures and finishes such as antique mirrored tiles, pink marble, drapery, custom fixtures with bow accents that tie back to the brand’s DNA. The exterior, which remains true to SoHo’s neighborhood, also taps into the brand’s whimsy with a custom flag on the facade.

“We’re incredibly optimistic that the store will exceed expectations, given the overwhelming reaction from everyone who’s seen it so far. We fully anticipate it will be one of the top performers in our fleet,” said Hessel Cohen.