By  on June 24, 2009

Niche personal care brand Malin + Goetz has opened its second store, a 400-square-foot location on Manhattan’s Amsterdam Avenue, at 82nd Street.

The opening of the shop was marked last week with a party hosted by the five-year-old brand’s founders, Matthew Malin and Andrew Goetz. The space, which was formerly occupied by a Dominican barbershop called La Gran Esquina Barber Shop, showcases all 70 items marketed by the unisex Malin + Goetz brand.

“The [first] store became an opportunity to tell our story,” said Malin in an interview during the opening party Thursday night. “We thought about how to expand — and our own storefront is it.”

Industry sources estimate the new store, located in an upscale rapidly gentrifying community, could ring up sales of $1 million in the first 12 months, which would add to the brand’s total annual sales of $5 million last year. In comparison, the firm’s first store, a 600-square-foot space opened in Chelsea in March 2004, does upward of $500,000 annually. It is located on Seventh Avenue between 20th and 21st Streets.

“We could have four to five locations in New York City alone,” he said, adding that the firm was is zeroing in on a third location, which has been in negotiations for weeks. He said, “We’re looking at Los Angeles next.”

The interior of the Amsterdam Avenue store features brown woods, white motifs, exposed brick and a multicolored tin ceiling. There are circular cutouts in the wooden walls — “ocular elements” — noted Goetz, in which products are merchandised. (The wood was reclaimed from a library in a mansion that was located on Long Island.)

Architect Craig Konyk, who created the downtown store, also worked on the new location, creating the circular and semicircular cutouts, which draw attention to the walls and ceiling.

Face care is front and center at the new store, because it represents 45 percent of the business, according to Malin. Other products marketed by the company include body and hair care as well as fragrance and candles.

While the brand operates a wholesale business and is carried in 300 stores globally — including Barneys New York, Bloomingdale’s, Liberty in London and Isetan in Japan — the “store and Web site are the most productive [venues],” said Malin.

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