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NEW YORK — After Manhattan, Tokyo and Las Vegas, Reed Krakoff is ready to hit Jersey.

This story first appeared in the April 13, 2011 issue of WWD. Subscribe Today.

In August, the women’s lifestyle brand will open its fourth freestanding store at The Mall at Short Hills, in Short Hills, N.J. The 2,800-square-foot unit, with more than 1,800 square feet of selling space, will offer Krakoff’s lifestyle mix from apparel to leather goods, such as handbags, footwear, eyewear, jewelry and watches. According to the brand, the success of accessories since last fall’s launch at retail has prompted the company to dedicate about two-thirds of the selling space to the category in the new unit.

As with the three other stores, the Short Hills boutique will take its cues from modernist industrial design, featuring gray felt furniture pieces the designer created with his wife, Delphine, as well as lacquered walls, antique reclaimed French wood flooring and gunmetal displays. Krakoff also commissioned special pieces from Paris-based industrial designer Mattia Bonetti for the New Jersey location, including smoky quartz lamps, lacquered sanded oak armchairs and a glass and black nickel table.

“Modern, industrial design and architecture is a great inspiration to me, and I wanted to find a way to incorporate it in my stores so that it really complements the clothes and helps to elevate the customer’s experience,” Krakoff said.

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