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The lease that basic-brand Joie signed last fall on the Upper East Side has finally come to fruition: Their first U.S. store opens today on Madison Avenue, between 87th and 88th Streets. The store itself is expected to do $1.5 million in its first year, which is in addition to what the brand already pulls in at department stores such as Barneys and Bloomingdales. And its new location, near Theory and Vince, means it's nestled in just the right spot to do so.
The location not only features Joie's casual, everyday wears—think soft tees, easy cotton shifts, and cargos—but also shoes and accessories, with collaborations from other designers coming in the future. WWD describes the new spot as a "Parisian pied-à-terre," featuring light herringbone wood floors complete with Lucite casing for accessories and jewelry and walls adorned with "subtle murals" of birds and vines. Serge Azria (that's Max Azria's brother) acquired the brand back in 2007, and after restructuring it, has placed the line in over 1,000 department stores and boutiques worldwide—now including their very own on the Upper East Side.
· Expanding Joie Opens on Madison [WWD, subscription req'd]
· New Real Estate Deal to Bring Joie to the Upper East Side [Racked NY]
· Joie [Official Store]