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The Shophound puts the launch of new Upper East Side boutique Fivestory into context: "Fivestory is the kind of store that appears in New York only occasionally: The Ambitious, High Profile, Multi-Brand Luxury Boutique. Every season we will get a few new single designer stores planting their flags on the city's most popular shopping streets, and the multi-brand category has long been dominated by the rival contemporary chains Intermix and Scoop. In the luxury sector, however, it seems like only once in a while that a retailer has the nerve to take on the now well established likes of Jeffrey, Kirna Zabête and the towering obstacle course of fashion that is Opening Ceremony." [The Shophound; Previously]