NEW YORK — For Manhattan’s first SuperTrash unit, a 2,300-square-foot store, Dutch entrepreneur Olcay Gulsen, who owns the brand, chose a slightly off-the-beaten-path location at 29 Prince Street in NoLIta. Gulsen’s now set her sights on Fifth Avenue and Bleecker Street for stores two and three.
This story first appeared in the October 24, 2012 issue of WWD. Subscribe Today.
“Right now, we’re looking at a space on Fifth Avenue,” she said. “Then I would like a store in a local area. We’re looking at three different spaces on Bleecker Street. We’ll open in six months.”
SuperTrash will open its first store in the U.K. on South Molton Street in London. The brand hired CBRE in the U.K. to find prime sites in the U.K. during the next year.
SuperTrash’s designs are feminine with an edge of rock ’n’ roll. The Odessa coat with shearling trim and faux leather details is $260; the Dartarina dress is long, with a stretch fit and an allover pattern that looks like a henna tattoo, $182, and the Voneisha dress is a cream-colored fur vest with a fake snakeskin belt, $169.
The NoLIta store was inspired by Gulsen’s New York loft apartment, with light wood floors, a whitewashed brick wall, white sofas and white fixtures accented with gold detail. Black-and-white images are displayed on walls like works of art.
Gulsen started working in the fashion industry when she was 22 years old, distributing existing brands to retailers. She launched SuperTrash in 2004; the brand now operates 12 stores.
In addition to women’s wear, SuperTrash recently launched a girls’ collection, SuperTrash Phenomenal perfume and Madame SuperTrash lingerie. It wholesales its children’s wear to Nordstrom, Fred Segal and Barneys New York. The women’s collection is not wholesaled in the U.S.
“Our strategy was to open this retail store and then start researching the wholesale possibility,” she said.
Gulsen publishes ST, a brand magazine, with a circulation of 60,000, four times a year. Like her customer, described as strong and independent, Gulsen is confident enough to feature brands other than SuperTrash in the publication. The latest issue has Gulsen on the cover dressed in a look inspired by Bianca Jagger. “We’ll give our customers the Bianca Jagger look,” she said.