J. Crew has opened its first stand-alone men’s store outside the New York metropolitan area — a 1,559-square-foot unit at Copley Place in Boston. A store that had carried merchandise for both genders has been converted to women’s only and is diagonally adjacent to the men’s store.
This story first appeared in the September 23, 2010 issue of WWD. Subscribe Today.
“We’re giving men their own space so they don’t have to scale walls or go through the women’s store,” said Frank Muytjens, vice president of men’s design.
He said the new store has a “moody, masculine feel” with its poured concrete floors, walnut accents and industrial fixtures.
Although he did not provide a volume figure, Muytjens said he expects the store will attract a strong following. “We get a lot of customers from Boston [at our New York men’s stores,]” he said. He called Boston, “the quintessential East Coast city” with all its universities and colleges and expects the company’s dressier offerings to perform well. “We’ll have an emphasis on suits,” he said, “and we expect Alden shoes to do really well because they’re from Massachusetts and have a factory there.” The store will offer a 15 percent discount to students who show their school IDs.
Muytjens said he also anticipates the assortment of Hill-Side ties, which will be offered for the first time outside of New York in that store, along with Danner boots, Sperry Top-Sider shoes, Timex watches and Thomas Mason for J. Crew shirts to be bestsellers.
The store will sprinkle “vintage finds” throughout, he said.