By  on June 23, 2008

NEW YORK — The first Josie Natori in-store boutique was unveiled last week at the Saks Fifth Avenue flagship here.

The 500-square-foot space is dedicated to foundations and daywear under the Josie Natori label that retails for $100 to $500, as well as luxe at-homewear items bearing the Josie Natori Couture label priced from $1,200 to $5,000. Industry sources said the shop should generate $1 million in first-year sales.

The boutique is done in Natori's signature black and silver chrome, with matte-luster screens as a backdrop that are styled to resemble the industrial-inspired honeycomb screens at the Natori showrooms designed by Calvin Tsao. The shop features contrasting black carpeting and ivory marble floors, black sleek mannequins, chrome bars that hang from the ceiling to display key items and a black lacquer table with a white orchid arrangement and Natori's first book, "The Art of Natori," that sells for $100.

"It's not about building a monument, it's about creating a wonderful lifestyle statement," Natori said. "It's a very intimate setting. For me, it's like my first boutique in Paris."

Natori operated a freestanding boutique at the Place Vendôme in Paris from 1986 to 1998.

"Josie is a very big business for us," said Ron Frasch, president and chief merchandising officer of Saks Inc., adding that the launch has been a "great success."

Wendy Gottfried, Saks' vice president and

divisional merchandise manager of fragrances and intimate apparel, said, "We're working on trying to make a directional point of view and that's what makes this [in-store] boutique special."

Regarding bestsellers, Gottfried said, "The whole chemise statement has been important as a classification."

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