By  on June 13, 2012

NEW YORK — Saturdays Surf, the directional retailer and sportswear brand, will open its third location on Friday on the residential streets of the West Village here.

The 740-square-foot space on the corner of Waverly Place and Perry Street was formerly a restaurant. It will have a “similar aesthetic” to the company’s first store on Crosby Street in SoHo, which has been open since the summer of 2009, according to Morgan Collett, one of the founders.

“We’ve wanted to open a space in the West Village for years,” he said. “We think it is the perfect location to represent the brand and what is has evolved into. We took over the space in March and have been working on it since then. We had to gut it and start from scratch. But we made the space very Saturdays.”

Although the store won’t have a backyard like the unit on Crosby Street, there will be an espresso bar near the front serving the company’s unique blend of La Colombe coffee, and benches both inside and out so customers can hang out.

Inside, the merchandise mix will include the company’s assortment of men’s casualwear including swim trunks and graphic T-shirts, and will also include surfboards and accessories from brands such as Baxter of California grooming products, Salt sunglasses, Porter X Saturdays bags, Vans sneakers and Patagonia wet suits. The store opening will coincide with the launch of the brand’s summer apparel collection, which is carried around the world in retailers including Barneys New York, Bloomingdale’s, Ron Herman, Colette, Lane Crawford and Beams.

The new store will have an open, airy feel that is designed to appeal to those “living, working and surfing in New York City.”

Collett said that although it is “geographically quite close” to the SoHo unit, the West Village is “a completely new social environment. It’s a totally different vibe with all the restaurants and the Sunday walking.”

He said he and his partners, Josh Rosen and Colin Tunstall, “really live downtown. We spend all our time below 14th Street.” So it didn’t really enter their minds to open a store uptown. “We don’t spend time on the Upper East or Upper West Sides,” he said. “And the West Village has the aesthetic that is in line with our brand.”

In addition to the two New York City units, the company operates a store in Daikanyama, Tokyo. That location opened in March and has performed well so far, according to Collett. “It was a big, mature step for us,” he said. “But the response has been amazing.”

Collett said the brand, which is now 60 percent wholesale and 40 percent retail, has no immediate plans to add more stores. “We want to get the Village store performing efficiently and just continue what we’re doing.”

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