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Scoop’s Greenfield Changes Focus to Launch Consulting Firm

Retail chain's co-founder no longer involved in day-to-day operations.

NEW YORK — Stefani Greenfield, the hands-on co-founder and creative director of Scoop, is stepping away from her day-to-day role in the business to concentrate on launching a consulting firm.

This story first appeared in the September 26, 2008 issue of WWD.  Subscribe Today.

Greenfield’s new venture is called My Next Act, although she and partner Uzi Ben-Abraham are maintaining an ownership stake in the 15-store chain.

The retailer in February hired Melanie Cox, a consultant to Prentice Capital and Cerberus Capital on specialty retail investments, to be president and chief executive officer. With Cox on board, Scoop has the management and operations expertise to continue growing. An unnamed private investor took a stake in the company two years ago.

“We put pieces in place so we can move on,” Greenfield said.

The decision to change her role at Scoop was based on a “gut” feeling, Greenfield said. “You have to know when it’s time to take your creativity and use it to do other things. When we started Scoop 13 years ago, it was the blank canvas that excited me. I feel that my personal mission has now been accomplished. Everything I’ve set out to do, I’ve done.”

Greenfield was 28 years old when she and Ben-Abraham launched the concept for Scoop — describing it as “the ultimate closet” — over a meal at Raoul’s restaurant in SoHo. Scoop’s 15 units in the U.S. include a 10,000-square-foot store that opened at 473-475 Broadway in SoHo last year. It has introduced new concepts such as Scoop It Up, an outlet store, also on Broadway, and is testing the international waters with a small beach shop in Mykonos, Greece. The units do a minimum of $1,500 in sales a square foot, Greenfield said.

Scoop has no shortage of competition. Barneys Co-op, Intermix and Calypso are established players, while Neiman Marcus’ Cusp is another entry that could further crowd things if the company decides to roll it out after its test period.

My Next Act will give Greenfield the opportunity to be involved in a variety of projects. “I want to work in creative arenas and collaborate with interesting people,” she said. “There’s a huge merger between fashion and entertainment, and fashion and philanthropy. I’m going to be launching a show with Home Shopping Network in March. It’s called ‘Curation.’”

Greenfield also is working on a book, “You Don’t Wake Up an Icon,” based on the creative mentors that played a role in her career. “It will be a collection of creative visions, voices and moments in time from those who have inspired me and countless others,” she said.

“This is my time to explore other creative projects,” Greenfield said. “I’m ready to jump off the cliff again and see where I land.” But first, Greenfield is traveling to the Paris shows with the Scoop team. “After Paris, that’s kind of it for me,” she said. “That’s when the credits roll. I will remain available, should anyone at Scoop need me.”