NEW YORK — Khajak Keledjian found the site for Manhattan’s sixth Intermix store right in his own backyard.
Walking home from local restaurants and the SoHo House, where he is a member, an apartment building on the corner of Horatio Street and Washington Street kept catching his eye. Keledjian, Intermix’s chief executive officer, envisioned the back of the building with high windows and, inside, 20-foot ceilings and edgy fashion.
The 2,725-square-foot store at 812 Washington Street opened Sept. 8 and is expected to do sales of $6 million to $10 million in the first year, he said. Intermix operates 26 stores plus an e-commerce site. The company in August opened its first international unit in Toronto. The company is negotiating for retail space for two stores — one in the U.S. and one outside the country — but Keledjian declined to be more specific.
At the new store, Keledjian left the original concrete blocks in place and topped them with polished white marble and vitrines for jewelry displays. There’s Belgian limestone tile on the floors. Along the perimeter of the store, more than 1,000 pieces of aluminum hang from the ceiling in rows, reflecting light. Bec Brittain’s geometric installations are made from thin LED tubes and inspired by crystalline structures. “We’re localizing our concept,” Keledjian said, noting that the most fashion-forward lines are reserved for the company’s stores in the Meatpacking District and the SoHo unit. Keledjian showed a typical Intermix look: a mannequin wearing an IRO jacket ($450) with snaps and a raw hem, a L’Agence blouse ($250), black leather shorts from Rag & Bone ($350) and a burgundy Jocelyn short rabbit scarf around the neck.
“I bought 600 IRO jackets,” Keledjian said. “I ordered in the thousands of units of these Rag & Bone feather-print jeans [$175] that we launched. We have a strong brand and great partnerships with our vendors, so they give us exclusives.
“Derek Lam is exclusive to this location,” Keledjian said, grabbing a $2,900 multicolored coat. “In each store, we have a profile of who the customer is. If we have the same products everywhere, it would be like Starbucks.”
A 600-square-foot shoe and handbag area features Mulberry, Fendi, Juliet & Jake, Hunting Season, Sergio Rossi, Giuseppe Zanotti and Brian Atwood, among others. The store has a preponderance of fur from brands such as Chloé, Yves Salomon, Adrienne Landau and Matthew Williamson.
While Keledjian is concerned about the economy, his apprehension didn’t stop him from opening another store. “We’re not buying things in an unnecessary way,” he said. “The products we’re giving people are things they can have an emotional connection with.”
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