Pop Mart, the Beijing-based brand behind the wildly popular Labubu collectible, has locked in roughly 7,000 square feet on Fifth Avenue in Midtown Manhattan, dropping itself into one of New York’s most eyeballed shopping corridors. The new store will sit beside a gleaming Swarovski emporium and within view of Rolex’s freshly completed U.S. headquarters, a high-profile perch for the company’s push into top-tier American retail.
Deal details
The lease covers about 7,000 square feet at 680 Fifth Ave., on the corner of East 54th Street. Cushman & Wakefield broker Steven Soutendijk confirmed that a retail lease was executed for the space, following reporting by the New York Post.
Where it sits
The storefront lands directly next to Swarovski’s recently opened multi-floor Fifth Avenue showpiece and along a run of refreshed flagships that signals the corridor’s ongoing retail reset. It is also a short walk from Rolex’s new U.S. headquarters at 665 Fifth Ave., which has been under construction and is nearing completion, according to RealEstate.News.
Pop Mart's U.S. expansion
Fifth Avenue is not Pop Mart’s only big New York swing. The company previously signed another roughly 7,000-square-foot lease at 1540 Broadway in Times Square, a site industry watchers have described as its U.S. flagship. Announced in fall 2025, that Times Square deal, paired with the new Fifth Avenue location, points to a deliberate plan to anchor the brand in permanent, high-visibility American storefronts, as reported by Commercial Observer.
Why it matters
Fifth Avenue still carries serious bragging rights as a retail address, and Pop Mart’s move suggests that pop culture and collectibles brands see plenty of upside in brick-and-mortar shops for in-person drops and experiential shopping. Analysts tracking Pop Mart’s North American strategy say the company is turning social-media-fueled demand into a tangible store network, according to Retail Insider.
What’s next
There is no public opening date yet for the Fifth Avenue store. Broker notes confirm the lease is signed, but buildout plans and exact timelines remain under wraps. Negotiations for the site surfaced last fall, and brokers now say the opening schedule will hinge on Pop Mart’s broader U.S. rollout and construction fit-out, per reporting by the New York Post.
For now, the Fifth Avenue deal stands as a high-octane complement to the Times Square flagship and Pop Mart’s other international locations, signaling a bid for a lasting U.S. footprint. Landlord, broker and company representatives have yet to release formal details on when New Yorkers can start lining up for Labubu in Midtown.
