NEW YORK — The budding retail strip of Bleecker Street is welcoming yet another hip specialty store — Intermix.
Situated at 365 Bleecker Street on the corner of Charles Street, the 1,000-square-foot store boasts a modern appeal despite its rather quaint West Village surroundings.
“Bleecker is a beautiful, charming street and I wanted to bring a modern charm to the block, from the store design to the product mix,” said Khajak Keledjian, who owns the specialty chain of Intermix stores along with his brother, Haro.
The Bleecker Street store marks the $30 million company’s fourth Manhattan location. Keledjian estimates the new store should garner approximately $1 million in first-year sales. Intermix also has boutiques in Boston and Miami and three in Tokyo. The company is continuing to search for new locations for stores in the U.S., although no sites have been finalized.
Of the Bleecker Street location, Keledjian said, “I didn’t want it to be claustrophobic. I wanted the store to be open and for the products to have a clarity without people having to search for things. We like to have beautiful stores, but the main objective is to showcase the clothes.”
To that end, the owners, along with architect Seth Howe, created a minimalist environ with wide-plank oak floors, nickel-plated steel fixtures and lacquered wood cabinets.
“Their other stores tend to be a bit more masculine,” said Howe. “This is a prototype for the rest of their stores, so the effort here is to make it more feminine and to keep it very modern and neutral.”
The muted tones and simple lines provide a spare backdrop for the exuberantly colored clothes, which run the gamut from tie-dyed C&C T-shirts; a rainbow color of knits from Splendid, Vince and Ella Moss, and striped ponchos from Suss. Intermix carries a range of hot denim lines, including Sacred Blue, Citizens of Humanity and Chip & Pepper, along with more high-end designer pieces such as dresses from Matthew Williamson, Paul & Joe, Catherine Malandrino and Diane von Furstenberg.
Retail prices range from $40 to $65 for Ts, $138 to $178 for jeans and $235 to $1,790 for dresses.
“Because it’s a smaller store for us, I really wanted it to represent the best of the best,” said Sari Sloane, head buyer for the stores. Along with paring down the offerings for the new location, the company employs an innovative merchandising approach: Instead of clumping denim in one section and knits in another, all product categories are mixed together, so shoppers can pull out a Bash silk handkerchief top and pair it with trouser jeans from Citizens of Humanity.
Accessories range from high-end designer handbags such as Givenchy, Sonia Rykiel and Chloé to newer labels such as Ronny Kobo. Prices for handbags range from $198 to $2,165. The jewelry offering is equally diverse with one-of-a-kind charm necklaces from Mawi, earrings from Lee Angel and pendants from Phat Farm.