Morgenthal Frederics is moving — exactly 279 feet. The eyewear company has shuttered the doors on its Madison Avenue store, located between 62nd and 63rd streets on the Upper East Side, and, beginning Thursday, will open the doors to its new home just two blocks south at 680 Madison Avenue.
The decision to move came when the opportunity to open a flagship in the iconic Carlton House building opened up. “It’s a perfect location,” said Glenn Reisch, president of Luxury Optical Holdings. “It’s as elevated as any shopping district in America. We want to be in a location that has the same heritage and New York roots that we do, so to be in the new Carlton House was very exciting for us.”
Jeff Press, senior vice president of merchandising and design, noted the convenience factor of the move was an added bonus. “Our staff just had to walk across the street,” he said.
In addition to the proximity to the old store, the interior will be equally similar: hardwood floors, a “bar” of glasses and the brand’s signature orange wall. “There’s a nice warmth to the store,” said Reisch, noting that at 700 square feet, the space is intended to feel welcoming for customers. “Having a huge space is not necessarily advantageous for us,” Press said. “We want it to be intimate and to have clients catered to one a one-on-one manner.”
The new store will additionally be home to the world’s largest collection of horn frames, a specialty of the brand, with more than 500 one-of-a-kind pieces in stock. Select pieces from collaboration collections, including its most recent one with Waris Ahluwalia, will also be available.
The store marks the brand’s fourth Manhattan location, but retail expansion is in the plans; next up, an outpost in Washington, D.C.’s City Center neighborhood.