J. Jill, which operates 250 stores across 43 states, will open its first in New York City in September, on Manhattan’s West Side, WWD has learned.

The 2,816-square-foot unit will be located at 160 Columbus Avenue,  which is between 67th and 68th Streets.

The move represents a preliminary effort by J. Jill to raise its profile under its new ownership. J. Jill was sold to TowerBrook Capital Partners for an undisclosed amount in a deal that closed last month. TowerBrook, a private equity firm, recently received a $40 million facility from CIT Group to help with the acquisition.

TowerBrook plans to work with J. Jill management to help it build its omnichannel presence, as well as identify growth opportunities, including New York City. “We expect to expand our New York City footprint later this year,” said a spokeswoman for J. Jill.

TowerBrook counts True Religion and Kaporal Jeans as current investments in its portfolio, with Jimmy Choo and Phase Eight as past investments that it has exited.

In addition to stores, J. Jill distributes catalogues and has a Web site. The brand targets Baby Boomers and sells women’s apparel, accessories and footwear with relaxed, easy styling.

Officials indicated that Manhattan is the brand’s top-volume market, despite not yet having a physical store. Officials also noted that while other retailers targeting Boomers are struggling, J. Jill has achieved 13 quarters of consecutive growth.