Expanding Adam Adds NoLita Unit

Designer Adam Lippes’ second downtown Manhattan store is expected to do $2 million in first-year sales.

A rendering of the Adam store opening in NoLIta

NEW YORK — With the unveiling of a 1,008-square-foot Adam store in NoLita on Sept. 3, designer Adam Lippes will have downtown Manhattan covered.

This story first appeared in the August 22, 2011 issue of WWD.  Subscribe Today.

Lippes’ new store at 211 Elizabeth Street is expected to do $2 million in first-year sales and will complement an Adam unit at 678 Hudson Street in the Meatpacking District.

Not that Lippes is ignoring women in Manhattan who live above 14th Street. “For our next store in New York, we’ll look on the Upper East Side,” Lippes said. “We do really well uptown [Adam is sold at Bergdorf Goodman, Saks Fifth Avenue and Bloomingdale’s]. Three would be a great number of stores to have in Manhattan.”

Lippes has taken a relatively low-key approach to opening stores. When he opened a pop-up store in his hometown of Buffalo, he had no idea it would prove to be so popular. The store will celebrate its three-year anniversary in October and is no longer considered temporary.

“Kellwood [which acquired Adam in 2010] is very focused on freestanding retail expansion,” Lippes said. “They’re very interested in key cities.” Lippes revealed that he’s also looking for retail space in Los Angeles.

“Kellwood has great marketing and public relations teams,” the designer added. “The resources that have been at our disposal are amazing. We’re just about done with our spring 2012 runway show, which will be on Sept. 10. We used to be done the day before the show.”

Lippes will fill the NoLIta store with “stuff that I love,” he said, including antiques, books about art, architecture and photography from Rizzoli, Taschen and Assouline, and objects Lippes picks up during his travels. The store, which has modern and prewar elements, was designed by Roman & Williams.

“What I love most about the Meatpacking store is that it feels very much like someone’s home,” Lippes said. “The new store is directly next to the Elizabeth Street Gardens, which is such a little gem. This part of Elizabeth Street is one of the most beautiful blocks in downtown Manhattan.”

Lippes, who launched his label in 2004 with a T-shirt, transformed it into a full contemporary sportswear brand in 2007 called Adam Adam Lippes. The collection was subsequently rebranded as Adam. In February, Adam will introduce handbags. “Of course, that will lead to shoes, with a partner,” Lippes said.