NEW YORK — Intermix's latest arrival is off to a strong start.
The retailer's new 4,000-square-foot flagship is situated on a prime SoHo block, between Mercer and Greene Streets, opposite the Mercer Hotel, Miu Miu, J. Crew and an Apple computer store. On Saturday, the store's soft opening, consumers bought the unit's entire supply of $1,380 Chloé Paddington bags and $495 Iisli sequin jackets. Many LaRok fitted velvet jackets were sold at $295 and lots of Vince sweaters were purchased at $285, said Khajak Keledjian, chief executive officer, who owns Intermix with his brother, Haro.
"We had very high unit per transactions," Keledjian said. "That means people are buying into the look. They're buying outfits."
Outfits is the operative word at Intermix. What makes the chain different from other specialty stores is that it merchandises clothes by complete look rather than by item, category or designer. The store is divided into three zones — day, night and weekend. Consumers often buy the outfits in toto.
"Department stores can't do this because their departments are spread out over different floors," Kaladjian said. "This is more of a stylist's approach."
The mannequins in the store's windows bear the Intermix imprimatur: eclectic, feminine and luxurious. One wears a Stella McCartney checked cape, a Matthew Williamson burgundy turtleneck, So Taverniti jeans and a navy Paddington handbag. Another is dressed in a Nieves Lavi baby-doll dress, an Adrienne Landau cropped fur vest, a Corto Moltedo plum bag and a Gerard Yosca beaded necklace.
The Keledjians are careful students of Manhattan real estate. Intermix was one of the first specialty stores to open in the Flatiron district before it became a fashionable shopping area. Since then, the retailer has cultivated a loyal clientele in the West Village, Upper East Side and Upper West Side.
Keledjian said rent on the Prince Street space is about $225 a square foot. Intermix stores here average sales of $2,000 a square foot, and he anticipates the new flagship will ring up $1,500 a square foot.
According to sources, Intermix plans to have sales of $45 million to $50 million in 2005. The company grew at a rate of 77 percent in the first six months, when comp-store growth was up 30 percent.
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