Madewell Turns to Scoop to Meet Demand for Product

J. Crew chairman and chief executive officer Millard "Mickey'' Drexler thinks so much of Scoop that he's selling Madewell product there.

NEW YORK — J. Crew chairman and chief executive officer Millard “Mickey” Drexler thinks so much of Scoop that he’s selling Madewell product there.

With just three stores open and a Web site, the new Madewell brand launched by Drexler and the J. Crew Group last fall can’t meet all the demand for its product. So the Scoop megastore on Broadway, between Grand and Broome Streets, since Sunday has been selling Madewell’s garment-dyed bootlegger jeans for $98, baked blue rail straight-leg jeans, $98, and another in garage gray for $115. Scoop also has been selling Madewell’s $42 canvas nautical tote. Madewell is priced 20 to 30 percent lower than J. Crew, is more casual and has more of an edge.

“It is unorthodox,” Drexler said of the Scoop arrangement. “But we are in an unorthodox business — fashion. Scoop is arguably the best jeans seller in New York.”

Stefanie Greenfield, co-owner of Scoop, said: “We took 24 of each jean and have about six left of each, It’s great to be able to find a jean that offers a price-value opportunity for all customers, especially for Broadway. For us, it’s opening price point denim.” She also said 85 percent of the totes were sold.

Drexler acknowledged the arrangement is not a prelude to a bigger partnership with Scoop, and noted it could change once Madewell finds its own Manhattan location. But there’s a track record of working together. Last fall, when Madewell launched its first store in Dallas, Scoop began selling one Madewell jeans style, the bootlegger. Previously, Scoop had tested some J. Crew men’s shirts and Crewcuts children’s wear. The collaboration continues, beyond reorders.

“Now we’re working on a pajama program with J. Crew,” Greenfield said. “The great thing is, it’s a unisex pajama. It will start in women’s sizes and end in men’s sizes.”

This story first appeared in the April 12, 2007 issue of WWD.  Subscribe Today.