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Odin Owners Blaze a New Trail in Retail

The duo behind Odin helped British designer Oliver Spencer debut his first U.S. outpost in New York’s West Village

NEW YORK  — The duo behind Odin has been busy. In the last year and a half, Eddie Chai and Paul Birardi have managed to open a massive new 2,200-square-foot store in Soho, helped British designer Oliver Spencer debut his first U.S. outpost in New York’s West Village and on Friday, they opened Den, a boutique that is truly unlike any other.

The tiny 350-square-foot space, located in a former massage parlor directly next door to the original Odin outpost at 328 E 11th St., will showcase a complete collection from one designer of the duo’s choice before rotating in a new line every four to six weeks. By dedicating the entire store to only one label at a time, Birardi and Chai hope to give Den’s customers a feel for the selected designer’s whole line. The new concept will also allow the pair to reach new customers, namely women and children, with their product mix—a first for Birardi and Chai.

“We look at this as an extension of what we do at Odin, we are just highlighting a specific designer in greater depths,” said Chai.

Leading the lineup for spring/summer at Den are men’s, women’s and children’s styles from Swedish label Cheap Monday, whose cool colors, unique silhouettes and affordable price tags weren’t the only reason Chai and Birardi chose the European label.

Also on Den’s roster are Rag & Bone, Robert Gellar of Cloak, and CFDA men’s designer of the year nominee Tim Hamilton, whose rugged Americana style debuted at Odin this spring.

For spring, Birardi and Chai are taking the plunge and featuring Australian women’s designer Karen Walker.