John Varvatos chose an unorthodox channel to reveal the location of his next retail store: CNBC’s “Squawk Box.”

On Wednesday morning, the designer joined anchor Joe Kernen and Quicken Loans chief executive officer Dan Gilbert to talk up the virtues of Detroit, his former hometown and the site of his new store. A 4,000-square-foot unit in an historic 1891 Queen Anne-style building at 1500 Woodward Avenue is slated to open in the spring.

This story first appeared in the October 23, 2014 issue of WWD. Subscribe Today.

Varvatos said when he was growing up in the city, Woodward Avenue was “the place to be, and you can sense that it’s happening again.” He said he believes the beleaguered metropolis is turning a corner and the future is bright, with more hotels, restaurants and bars opening and more young people moving downtown. He said there’s a “buzz” about the city these days — “there’s so much happening.”

But Varvatos said the store will be more than just a statement — he expects it to do business, too. “It’s definitely a business opportunity, for sure,” he said. “But you can’t always look at the numbers. Sometimes you’ve got to go with your gut.”

The store will carry Varvatos’ complete men’s wear collection including the John Varvatos Collection, John Varvatos Star USA and Converse by John Varvatos.

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