C. Wonder Is Planning a Time Warner Center Flagship

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Looks like Soho was just the beginning. This September, C.Wonder will bring its special brand of preppy, low-priced clothing and housewares to the Time Warner Center. Women's Wear Daily reports that the new shop will occupy about a third of space vacated by Borders, which filed for bankruptcy last year. At 8000 square feet, it will have more room for merchandise than the 5000-square-foot Soho location, and it will be considered the brand's flagship.

C. Wonder president Amy Shecter tells WWD that the company wants to attracted Upper West Side parents: "We intend to immerse ourselves in the community and build relationships with the yummy mummies in the neighborhood." She's also hoping Upper East Siders will be more willing to travel across town than trek down to Soho.

The deal seems like a boon for The Shops at Columbus Circle, too. The nearly-ten-year-old mall is trying to attract more luxury brands, or at least those with more fashion cachet. J.Crew, for example, added a men's shop back in November. C.Wonder sounds like it will fit in fine—definitely better than the "gussied-up CVS" that one real estate expert speculated would take over the space when Borders shuttered this past summer.
· C. Wonder to Open Columbus Circle Unit [WWD, subscription req'd]
· The J.Crew Men's Shop Is Live at Columbus Circle [Racked NY]
· Now that Borders Is Moving Out, Who's Going to Move In? [Racked NY]