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Korea's Who.A.U. to Take Over Kira Plastinina in Herald Square

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WWD reported last week that Korean retailer Who.A.U., which currently has locations in New Jersey and Connecticut, is further pursuing the American market with its first NY store on 34th Street. Store reps promise stock will be relaxed, sophisticated and innovative—think stacked polo T-shirts, heavy hoodies, branded tees, and washed-out jeans. Who.A.U. will beckon Hollister and Abercrombie & Fitch devotees with a "vintage luxury feel," perfected and inspired by Californians.

The 22 W. 34th St space, vacant since December 2008, was home to Kira Plastinina, named after the brand's 16-year-old Russian designer. We went to see if any progress was made in converting the 12,000-square-foot vacancy, but the multilevel spot still bears the brand's signature pink signage. The interior is completely cleaned out, except for the back wall, where a "Kira Plastinina" sign still stands. The company, which is still a retail giant in Russia, closed its 12 U.S. stores, and the label's U.S. retail website at is no longer accessible.

Stay tuned for updates concerning Who.A.U breaking ground and the grand opening. Who.A.U., which first opened in the U.S. in 2007, promises to open at least 12 more stores in the near future. WWD reports the company has its eye on both lower Broadway in SoHo and Fifth Avenue for future store locations.
· Korean Retailer Who.A.U. to Open in N.Y. [WWD]
· Who.A.U. [Official Site]
· Kira Plastinina Files for Bankruptcy [WSJ Blog]


22 W. 34th Street, New York, NY