Thom Browne Lands in Palm Beach: A Chic New Boutique with a Softer Touch

The Iconic Luxury Brand Opens Its 137th Store at the Revamped Royal Poinciana Playhouse

Thom Browne is the first retailer to open at the redeveloped Royal Poinciana Playhouse site. The store offers men's, women's and children's apparel plus accessories, beauty, lifestyle and home items. Damon Higgins/Palm Beach Daily News

Thom Browne has officially arrived in Palm Beach! The globally recognized brand has just opened its 137th boutique at the newly revamped Royal Poinciana Playhouse, bringing its signature tailored aesthetic with a softer, beach-friendly twist according to the Palm Beach Daily News.

A New Home for a Fashion Icon

Palm Beach is no stranger to luxury, and it was only a matter of time before Thom Browne made its mark here. The new boutique isn’t just another store—it’s a statement. This 1,500-square-foot space embodies the brand’s signature mid-century modern design but with a warmer, more inviting feel. Think wooden slat blinds instead of aluminum, soft silver travertine walls, and carefully curated pieces from renowned designers like Maison Jansen and McCobb.

Jonathon Zadrzynski, Thom Browne’s director of global communications, describes it best: “Our stores have started to take a softer interpretation, with subtle details that make all the difference.” And trust us, you’ll feel it the moment you step inside.

More Than Just a Thom Browne Store—It’s a Palm Beach Experience

This isn’t Thom Browne’s first venture into Florida. They already have a location in Miami’s Design District, and last year, they tested the Palm Beach waters with a seasonal pop-up at the Royal Poinciana Plaza. Clearly, it was a hit, because they’ve now committed to a permanent presence at the historic Royal Poinciana Playhouse, which is undergoing a massive revival.

As one of the first retailers to open in the newly developed space (alongside fashion powerhouses Loewe and La DoubleJ), Thom Browne is leading the charge in bringing luxury retail back to this iconic location. Alexandra Clark, COO of WS Development, calls it a “thrilling moment” after 11 years of work to restore the playhouse to its former glory.

Luxury fashion brand Thom Browne opened its 137th store March 1 at the redeveloped Royal Poinciana Playhouse site in Palm Beach. Matthew Foley/Thom Browne Inc.

A Collection Tailored for Palm Beach

So, what can you expect to find inside? Of course, Thom Browne’s signature tailored pieces—think structured blazers, pleated skirts, crisp Oxford shirts, and their famous Hector bags. But there’s also something special for the Palm Beach crowd.

“You’ll always see a great jacket and a great pant,” says Zadrzynski, “but we’ve introduced looser silhouettes, new colorways, and breezier styles that fit the local climate and lifestyle.” Translation? Classic Thom Browne, but with a touch of resort-ready ease.

Why Palm Beach? It Just Makes Sense.

The move to Palm Beach isn’t just about expanding—it's about following the brand’s loyal customers. Many of them split their time between New York and Palm Beach, so having a boutique here feels like a natural next step.

“There’s a lot of crossover from our other store locations,” Zadrzynski explains. “Palm Beach is an extension of the world we’ve built.”

And if you love fashion, that’s a world you’ll definitely want to be a part of.

Ready to Visit?

The Thom Browne Palm Beach boutique is now open daily, so whether you're looking for a fresh wardrobe update or just want to soak in the sophisticated aesthetic, it’s time to stop by. With the excitement surrounding the grand opening and the playhouse’s highly anticipated revival, there’s no better time to experience this slice of luxury in Palm Beach.