NEW YORK — Despite having her biggest customer base in Los Angeles and Hollywood stars such as Kirsten Dunst, Rachel Bilson and Cameron Diaz clamoring for her particular pared-down brand of elegance, Isabel Marant signed a lease to open her first U.S. store in SoHo here.

This story first appeared in the October 13, 2009 issue of WWD. Subscribe Today.

The 2,557-square-foot unit is at 55 Green Street on the corner of Broome Street. Marant said the store, which is scheduled to open in February, will carry Isabel Marant, Etoile, accessories and jewels. Marant, who is known for designing eclectic pieces with a bohemian edge, said, “SoHo is my favorite area in New York.” The Gunther Building, where Marant’s store is located, has Corinthian columns, detailed decorations on cornices and balustrades, high ceilings and 13 windows. Marant said she chose the site because it had an authentic New York style.

Marant’s husband, accessories designer Jérôme Dreyfuss, signed a 10-year lease for the 2,486-square-foot adjoining space at 475 Broome Street. This also will be the first U.S. shop for Dreyfuss, who has developed a cult following for his simple, supple leather handbags. Dreyfuss’ handbags previously had been sold at Barneys New York and Fred Segal.

“They wanted a destination,” said Diane Mandel, a retail broker at Lansco. “They didn’t want to be in the busiest area in the middle of a lot of brands.” Phi, Nicole Miller and Vivienne Tam have stores on Greene Street. “Broome Street is going to pick up because of Top Shop [located on Broadway and the corner of Broome Street]. The business is traveling down,” predicted Mandel.

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