Marmalade, a mother-daughter-owned boutique celebrated for its carefully curated selection of designers, is preparing for a grand reopening at its new location, 285 Grand St. in Williamsburg — marking a new chapter after four years in Greenpoint. Founded 15 years ago in Coeur d’Alene, Idaho, the family-run brand has since expanded to include locations in both Brooklyn and Georgia.
According to Kasey Widmyer, fashion director and stylist for Marmalade, the move to Williamsburg is a deliberate step toward finding a location that better embodies the boutique’s commitment to a more refined and contemporary selection, following four years in Greenpoint.
“We were intentional about finding a location that reflects our brand: creative, independent, and rooted in community,” Widmyer told Brooklyn Paper. “We wanted to be part of a community of like-minded small businesses such as independent retailers, neighborhood coffee shops, and standout restaurants that collectively shape the neighborhood’s identity and creative energy.”
The new Williamsburg location stood out for its unique balance of foot traffic, drawing both locals and tourists who appreciate the individuality of small businesses in Brooklyn. Beyond its prime location, Widmyer said the space offers a significant expansion, giving Marmalade room to host a wider range of events, partner with NYC-based designers, and create thoughtful brand activations that bring its distinctive fashion perspective to life in novel ways.
“Our new space is nearly twice the size, giving us the opportunity to expand not just physically, but creatively,” she said. “It’s a space designed for discovery where our customers can explore emerging brands, experiment with their style, and engage with fashion in a more personal way.”
Marie Widmyer, Kasey’s mom and fellow co-founder, hopes shoppers will feel more at home in the new location.
“Our move to this new location is about more than just the storefront — it’s about creating a home for our community, where fashion meets creativity and connection,” Marie said. “We are excited to bring an elevated experience to Brooklyn while staying true to the heart of what makes Marmalade special.”
The grand reopening, set for mid-May, will welcome local designers, industry professionals and fashion enthusiasts to celebrate. Guests will have the exclusive opportunity to preview new collections, experience brand activations and connect with the shop owners.
Marmalade has built a reputation for challenging the norms of traditional boutiques, embracing bold fashion choices and a customer-first approach. With its new Brooklyn location, the boutique aims to further solidify its position as a leader in independent fashion retail, bridging the gap between luxury and accessibility.
“We look forward to welcoming the community into our new home and continuing to shape New York’s evolving fashion landscape,” Widmyer said. “This new space allows us to showcase even more unique designers, curate elevated styling experiences, and create a destination where customers can truly immerse themselves in fashion. We can’t wait to share this next chapter of Marmalade with our loyal shoppers and new visitors.”
For more information about Marmalade and its curated selection of designers, visit the boutique in person at 285 Grand St. in Williamsburg or online.
