Of the expansion strategy, Lev Glazman, who created fresh with wife Alina over 10 years ago, explains "We began distributing to major chains 10 years ago. As a result, the company stores that we're opening now are really an effort to reinforce the brand."
"Chicago, Miami and the Tri-State Area are the major markets that fresh is looking to target," says Faith Hope Consolo, vice chairman of Garrick-Aug Worldwide who represented fresh in their shops here and is handling its national expansion plans. At present, fresh has a store in Boston, a 3,000-sf store on Madison Avenue and a 1,500-sf store on Spring Street.
Glazman says fresh chose the new store location on Bleecker in the hopes of capitalizing on strength in numbers with a variety of European shops located in the area. Its neighbors include Pierre Deux, a European antique shop, Magnolia, a bakery, and Marc Jacobs, a designer, as well as being within walking distance from the famed Washington Arch.
"We feel that our customer-base is living in and around Greenwich Village, which is one reason we're expanding there," says Glazman. "Also, we're looking for areas with more of neighborhood-quality to add an intimate element to our stores, a concept that we feel this area offers."
"Bleecker Street has been a traditionally strong shopping street, typical for European shops like fresh," adds Consolo.
This new move will change the format of their earlier stores by going with a smaller layout. "They're really looking to concentrate on opening smaller stores in a boutique style going forward," relates Consolo.
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