By  on November 7, 2008

An eShave store has sprouted in the Winter Garden.

A year after opening her first retail space on First Avenue in Manhattan, eShave founder Danielle Malka has cast her second store, a 450-square-foot nook situated between Banana Republic and Sunglass Hut in the expansive atrium at Lower Manhattan’s World Financial Center.

The space was formerly occupied by tobacconist Barclay Rex.

“I was looking for an area where you have 30- to 40-year-old men, but also action,” said Malka, referring to the hustle and bustle of the spot, where some 40,000 people work in the immediate vicinity, the proximity of Battery Park City and the constant flow of tourists.

“Even if consumers are older than 40, they are on their toes in this business,” she added. “That’s who our brand calls to. You think of the Wall Street guy as conservative, but he’s a fashionable consumer, so it’s not so much about an age group as it is about a mind-set.”

Like the first eShave store, the location downtown employs a minimal, white design. “It’s a play on white, like a shell, with black accents, silver and transparency,” said Malka, who expressed veiled euphoria at the thought of being able to in her own small way “rebuild” in lower Manhattan. Her background as an artist and painter compels her to sculpt the various eShave razor handles, stands and shaving brushes.

Shelves and display cases show off a repackaged eShave product assortment. (High-shine, Mylar-like packaging gave way in September to a muted coal-gray motif.) There is pre-shave oil, $19; shaving cream, $20; aftershave, $22, and shaving soap, $28. The products come in fragrances like almond, floral, lavender, citrus, cucumber and white tea — the line’s bestseller.

Razor and stand sets, some of which have been inspired by Bauhaus architecture and yoga poses, go for between $65 and $180, with some topping $400. Brushes are priced between $55 and $140.

Industry sources estimate the Winter Garden shop could generate $500,000 in first-year retail sales.

After opening two stores in as many years, Malka’s aim for the 12-year-old firm is to open two stores in the 300- to 500-square-foot range in New York next year — the Chelsea and Midtown neighborhoods interest her — then take the concept outside the city.

EShave’s wholesale distribution business consists of about 250 locations in the U.S., including Hyatt Hotel spas; Nickel Spa; Plums in Manhasset, N.Y., and Dolce Men Spa in Scottsdale, Ariz. But the bulk of the firm’s growth has come from overseas in the last two years. The brand is carried in 15 countries, including several Western European nations, India, Australia and South Africa.

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