NEW YORK — Just a year shy of its 25th anniversary, Badgley Mischka already has reason to celebrate — the company will open its first store in Manhattan this spring on the Upper East Side.

This story first appeared in the January 10, 2013 issue of WWD. Subscribe Today.

After years of considering a flagship and 12 months of actively looking for one, Mark Badgley and James Mischka expect to unveil Badgley Mischka New York at 24 East 64th Street in April. The three-floor, 3,000-square-foot townhouse was most recently home to a Pucci store.

The uptown brownstone, which Mischka described as “a charming jewel box of a space,” will be Badgley Mischka’s third store in the U.S. The company also has nine stores in China and plans to have 30 by the end of this year.

Patrick Gerard Carmody, a New York-based firm known for its high-end residential projects, will renovate the space so that there will be three areas of focus. A bridal salon will be located in the back adjacent to a garden. Badgley Mischka ready-to-wear, as well as the more affordable Mark & James collection, will be showcased on the main floor with jewelry, handbags, watches, sunglasses and other accessories. A private VIP area will be set up on the top floor to ensure privacy.

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Just as the designers’ Beverly Hills boutique took design cues from the historic building it is housed in, the Badgley Mischka New York store will play off the townhouse’s “mansionette” ambiance to try to make shoppers feel as though they are stepping into a luxe private home.

Badgley and Mischka said they are confident the new location will enhance sales of their label in New York stores. The designers expect their signature collection and bridal offerings to be bestsellers. They are also developing a daywear collection that will be sold exclusively at the new store, as well as in its Beverly Hills and Palm Beach, Fla., boutiques.

Uptown, Chanel, Valentino, Jimmy Choo, Fred Leighton and Graff will be among Badgley Mischka’s neighbors. Badgley said, “We have been hunting for the perfect New York home for quite some time now,” while Mischka continued, “We really feel that we’ve found the perfect location for us.”

The neighborhood has gotten a lift in the past six months, due to the 19 businesses that bowed on Madison Avenue. And construction is under way for Canali, Kate Spade, a Lanvin men’s and Marie-Hélène de Taillac stores. In addition, Anya Hindmarch and Baccarat are building flagships on Madison, and Oscar de la Renta is expanding his boutique there.

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