Theory Moving and Helmut Lang Opening on Columbus Avenue

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The sudden shuttering of the Lancôme boutique on Columbus Avenue in May is having a retail domino effect on the Upper West Side shopping corridor. After a quick chat with an expert source (a.k.a. a reliably all-knowing construction worker), the West Side Rag discovered that Theory will be moving into the empty space. The label currently occupies a smaller shop across Columbus Avenue near 71st street and a call to the store confirmed the impending move—and yielded more exciting news.

When Theory makes the jump to its new home, Helmut Lang will move into the vacated space—which, of course, makes sense since both brands share the same parent company.

A Helmut Lang outpost will give Upper West Side sartorial minimalists another option in addition to Club Monaco and sister label Theory, plus mix in well with neighbors like Rag & Bone, Comptoirs des Cotonniers, Intermix, and Wink. When will this all go down? According to the Theory staffer we spoke to, the moves will take place in the next two months.
· The Lancome Boutique on Columbus Avenue Abruptly Closed for Business [Racked NY]
· A Theory About What's Going Into the Old Lancôme Spot [West Side Rag]