To create timeless, versatile essentials designed by women for women, simplifying and elevating everyday style with quality, value, and inclusivity.
We launched On 34th in August 2023 as the first brand in our reimagined private brands portfolio. The name pays homage to our flagship store on 34th Street in Herald Square, Manhattan, famously featured in the film Miracle on 34th Street. Our development was led by Emily Erusha-Hilleque, who brought over 21 years of experience from Target where she led many successful private labels and designer collaborations.
Before launching, we spent two years listening to our customers through over 100,000 online surveys, 35 days of digital community engagement, and hundreds of hours of in-store fit research and shop-alongs. This extensive research shaped every aspect of On 34th, from fabric selection to silhouette design. In Spring 2024, we expanded our offerings to include shoes, and we have continued to grow with handbags and accessories.
We are proud to offer inclusive sizing from XXS to 4X and 0 to 26W, all at the same price regardless of size. Our collection launched with more than 750 SKUs and over 250 unique styles, designed to be mixed and matched to create over 1,000 outfits. Prices range from $18.50 to $300, making quality fashion accessible to modern women who run their world.