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Onassis Settles Into Its Second Home at 30 Rockefeller

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Menswear boutique Onassis has called Soho home since September of 2010, and this month, its second Manhattan location debuted inside Rockefeller Center. In comparison to the Greene Street store, the 30 Rock space is less than half the size. However, it looks like the goal was quality over quantity: According to a press release, the new location will carry "select premium pieces" from the Onassis collection.

Despite its uptown address, the interior is quite similar to the design of the Soho store: It's nautical, preppy, and decorated with flea market finds. Given the location, though, expect to find significantly more tourists—something else that appears to have been built into the game plan. An Onassis' VP explains, "As we continue our expansion, we strive to be known as a global brand with strong New York roots, while maintaining the elements of a boutique lifestyle brand."
· Menswear Shop Onassis Is Sailing Uptown to Rockefeller Center [Racked NY]