Contemporary retailer Denim Habit has placed the opening of its sixth store, its first to carry men’s wear, and the launch of its e-commerce site just a week apart.
The Philadelphia-based women’s premium denim specialist today opens a 2,500-square-foot shop on The Row, the shopping area at Revel Atlantic City, coinciding with the opening of the seaside resort, hotel, casino and shopping venue. DH’s five other stores carry only women’s denim, sportswear and accessories.
Joining an assortment that already includes Adriano Goldschmied, Citizens of Humanity, DL1961, Genetic, Henry & Belle, Hudson, J Brand and Joe’s Jeans will be men’s brands Robert Graham, Theory, Vince and Zachary Prell. Swim brands include L Space and Robin Piccone, and Kai Fragrance will be the first beauty line carried in the store. There also will be an expanded variety of accessories available including jewelry, sunglasses and bags.
“This will be our first store with men’s, swimwear and an expanded accessories assortment,” said Brett Perloff, chief marketing officer of Denim Habit and its parent, NJC Group. “If this works out and if space allows, we could see including those categories in other stores, too.”
The company has set June 1 as the launch date for denimhabit.com, its e-commerce-enabled Web site. The site had been delayed as the company focused on store expansion. Initially, it will carry only women’s merchandise and offer such amenities as free shipping with orders of more than $75. The addition of other classifications will be considered as part of the site’s second phase, Perloff said.
Denim Habit, started in 2009, opened its first two stores at The Promenade in Marlton, N.J., and Suburban Square in Ardmore, Pa. Last October, it opened its first New York City unit, in the Meatpacking District, and within a month added two other DH stores in Manhattan, one at 1335 Third Avenue on the Upper East Side and another at 525 Third Avenue in the Murray Hill section. The Upper East Side and Murray Hill stores were converted units of National Jean Co., a unit of NJC, and, at 1,100 square feet, about half the size of the Meatpacking District and Atlantic City stores.
Characterizing the performance of DH’s first five stores, Perloff said, “Sales are good and trending up, and profits are moving in the right direction. We think our new store and Web site will give us the opportunity to promote ourselves more effectively and in more places.”
Wayne Shulick, chief executive officer of DH, noted, “We are in growth mode, so opening additional stores is something we are very much concentrating on.”