Viberg has landed in New York City.

The 94-year-old Canadian bootmaker has chosen 262 Mott Street in Manhattan’s Nolita neighborhood for its first-ever retail store in NYC.

Designed by Paris-based Ciguë, the store features a quiet material palette, custom furnishings, and subtle nods to the brand’s Pacific Northwest origins. Alongside core silhouettes like the Service Boot, the store introduces newer expressions of the brand’s design ethos, including pared-back sneakers, seasonal loafers, and more.

Plus, the store will offer one-on-one fittings, exclusive releases, and a rotating edit of Viberg’s most sought-after pieces—each crafted in limited quantities in its Victoria, British Columbia workshop using traditional techniques and elevated materials sourced from the world’s finest tanneries.

Viberg, a third-generation family business, started as a functional boot maker in 1931 and expanded into industrial logging and safety footwear. Recently, the company has seen a significant increase in sales of loafers and other products, though boots remain its strongest sellers.

As for why the company chose New York City as its first store location, Brett Viberg, third-generation owner and designer, told FN that the brand’s biggest market is the East Coast of the U.S.

“There’s more of an appreciation for this type of product on the East Coast versus the West Coast, just in terms of consumer’s lifestyles,” Viberg said. “Los Angeles is just very casual. And the leather soled shoes we are known for are just more naturally suited for New York, so this location makes sense to us.”

Viberg added that New York “has always felt like a natural home for the brand.”

“It’s a place where people understand nuance and value things made with care,” he noted. “Our goal was to create a space where people could not just see the product—but feel the thinking behind it.”

As for if more stores are in the works, Viberg hinted at more in the future, yet no specific timeline was mentioned.

“I would like another one,” Viberg maintained. “But, I mean, we’re a very small manufacturer, so we wouldn’t open a ton of stores. It would be great to have something here, something in London, maybe somewhere in Asia and then our online presence.”