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Jil Sander Units Go ‘Off the Beaten Path’

Jil Sander has a minimalist take on fashion. But when it comes to choosing retail locations, it's eclectic.

NEW YORK — Jil Sander has a minimalist take on fashion. But when it comes to choosing retail locations, it’s eclectic.

This fall, the firm, already opened in Moscow’s Red Square, revealed plans to open in St. Petersburg. It also has selected a five-story building at 30 Howard Street by Crosby Street at the southern end SoHo here, according to sources. “It does seem a bit off the beaten path,” said one real estate source.

The source added that Sander would use the space for a retail store as well as offices, and that the building has 4,000-square-foot floor plates.

A Jil Sander spokesman in New York had no comment on the SoHo project.

Jil Sander reported in September a loss for the first half of its fiscal year, part of which was due to costs associated with retail maneuvers including relocating the Paris flagship to a smaller, more productive site and the opening of a store in Frankfurt.

But chief financial officer Armin Mueller told WWD that the search for proper locations is essential for the long-term development of the brand, as is launching new product categories. Officials expect the company to break even and become profitable soon.