WELCOME WAGGIN’: Denim Habit got more than it might have bargained for when it signed up to open its first New York store, and the first of its four outside of the Philadelphia market. “The phones started ringing the minute the sign went on the door,” said Wayne Shulick, the retailer’s president and chief operating officer, still looking a bit astounded by the reaction. The calls weren’t all from realtors looking to give the store a second shop in New York either. One came from a firm looking to partner with Denim Habit on what Shulick termed a “mind-blowing” retail concept and another from a firm with which the company is having preliminary discussions about an acquisition.

Denim Habit’s opening in the Meatpacking District last week drew an assortment of suppliers, press and other well-wishers, among them actress-singer Emma Roberts, who donned DL1961 and Dylan Alexa for the occasion. The latter is currently exclusive to the store and the brainchild of former Urban Outfitters merchandiser Drew Ginsburg, who also made the trip north for the opening.

This story first appeared in the October 26, 2011 issue of WWD.  Subscribe Today.

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