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NEW YORK — Odin has completed its downtown triangle.
This story first appeared in the September 23, 2009 issue of WWD. Subscribe Today.
After the success of its stores in the East Village and SoHo, the directional men’s retailer has opened a third location in the West Village. The 650-square-foot space at Greenwich and 11th Streets, across from the popular Spotted Pig restaurant, was formerly home to Oliver Spencer.
The store interior is a labor of love, with reclaimed wood floors, antique fixtures, tables and chairs. Co-owners Edward Chai and Paul Birardi chose all the pieces by scouring antiques stores across the Northeast, as well as eBay and Craigslist.
“It was like an all-day scavenger hunt,” Chai said. “We worked to make the store seamless to the neighborhood, but still Odin.”
The end result shows off the store’s eclectic merchandise of tailored clothing and casualwear from brands such as Engineered Garments, Woolrich, Our Legacy and Phillip Lim. Florsheim by Duckie Brown shoes and an assortment of accessories also are offered.
“Every neighborhood has a different need, and the customers here want the basic essentials: toothpaste, socks, cotton T-shirts, things you can’t find all that easily in the West Village,” Chai said.
New Odin fragrances will be added next month, along with Edward, a new contemporary sportswear label from Chai and Birardi in collaboration with Duckie Brown designers Daniel Silver and Steven Cox. Gift items also will be coming for holiday.
Chai believes the store, which is close to Bleecker Street and the Meatpacking District, will attract a mix of locals and tourists. “We’re not on the ‘path,’ but when people diverge from the path, that’s when we’ll get tourists.”
In addition, Odin may get a boost from people working in photo studios and galleries “tucked away” in the area, he said.
Chai said he anticipates word of mouth will attract shoppers. “With the whole blogging culture of today, everything is so viral, you almost don’t have to advertise,” he said.
Although Chai acknowledged Odin has been affected by the recession, he never considered walking away from the new location. “The recession has taken a toll on everybody, but when we opened our first men’s lifestyle store in the East Village, people said we were crazy, too,” he said. “But this does complete our expansion for the moment.”