Eric M. Anton and Ronald A. Solarz, executive managing directors at Eastern Consolidated, are heading the marketing campaign for 444 Broadway, also known as 10-12 Crosby St. The two interconnected, landmarked loft buildings offer 28,100 square feet of loft office space along with 7,100 square feet of retail. The Eastern Consolidated team also includes financial analyst Jared Toothman.

In a release, Solarz notes that Soho continues to draw "an outstanding mix of retailers, office tenants, residents and tourists. Retailers are keen to secure a foothold in SoHo, and space on Broadway is especially coveted, particularly with the recent arrival of American Apparel, CB2--a division of Crate & Barrel--and the US flagship store for Top Shop on Broadway." He adds that rents are increasing along with demand, "since there is a finite supply of prime retail space in the area. Hence, the property has already generated a great deal of interest from potential investors."

Stardom, a footwear tenant on the Broadway side, expires in three years, while the Crosby Street retail space will be occupied by fashion tenant Derek Lam, which also has office space on the property's second and third floors. The entire fifth floor is leased to a content technology company, while the fourth floor has one vacancy, the release states.