C. Wonder, Christopher Burch’s new retail concept, will have all the whimsy and cheerful spirit that its name implies.

This story first appeared in the June 10, 2011 issue of WWD. Subscribe Today.

Bowing at 72 Spring Street in Manhattan’s SoHo neighborhood this fall, the flagship will have 5,100 square feet of selling space. An e-commerce site is under construction.

Burch, an investor across a range of industries, is chief executive officer and founder of J. Christopher Capital LLC. He remains co-chairperson of the board of his ex-wife Tory Burch’s clothing business.

C. Wonder will encompass women’s apparel, shoes, jewelry and accessories, housewares and home decor, personal electronics and some “show-stopping surprises,” a spokeswoman said, adding that the richly colored products will have luxurious touches. Apparel will include “icons of luxury at amazing prices,” she claimed.

An idea of the C. Wonder aesthetic can be found on the landing page of the brand’s Web site, which says, “Women, get ready. You’ve waited your whole life for this.” The logo features an elaborate “C.” surrounding the word “Wonder.” Cs and Ws in various typefaces and colors cavort playfully with birds, monkeys and dragonflies along the edge of the screen.

“The idea of doing something special for the customer is a big part of the brand,” the spokeswoman said, adding that personalization through the embroidery of names or initials will be available for many items. Some products will also be customizable in terms of design.

Burch was travelling in China with the C. Wonder team and could not be reached at press time. It is believed that he will leverage his affiliations with his ex-wife’s company and other investments in his portfolio.

Burch has been creating a string of new brands over the last two years. Monika Chiang, a lifestyle brand, this fall will open in a 1,400-square-foot space on Robertson Boulevard in Los Angeles, while Electric Love Army, a partnership with Kelly Cutrone, will be introduced in stores this fall as well. Poppin, an online purveyor of brightly colored office supplies with chic industrial designs, recently began a by-invitation beta test and will launch in the fall. Burch also spoke last year to Olivier Theyskens about launching a lifestyle brand; however the negotiations were dropped.

There is another high-end apparel and home furnishings retail concept in the works that has yet to be named, the spokeswoman said.

The company declined to discuss specifics of the C. Wonder store design.

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