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Chris Burch Regrets that the New C. Wonder Has No Submarine

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When shoppers enter C. Wonder's Time Warner Center flagship for the first time tomorrow, they'll be greeted by striped zebras, six-foot-tall teddy bears, and logo-bedecked motorcycles. They'll be able to browse the disco room, the Morocco room, the hacienda room, and the British country house room. And they'll have the chance to win dozens of prizes.

There's at least one thing they won't see, though. Founder Chris Burch tells Women's Wear Daily, "Every one of our stores needs to be different. If I could buy a submarine that's safe, I'd put it in one of the stores." If only.

All of this whimsy is probably an attempt to make the store, which also has a Soho outpost, feel more child-friendly. After all, back in February, C. Wonder president Amy Shecter said she hoped the Time Warner Center space would appeal to "the yummy mummies" of the Upper West Side.

But the company has undergone some more grown-up changes, too. While it hasn't abandoned its basic business plan—colorful clothing and home-goods at insanely low prices—it has introduced items made with nicer materials, including an 100% silk top and a calf-hair and leather handbag. It's also introducing a higher-end line that includes bedazzled sweaters, as well as a raincoat priced at $248.
· C.Wonder Time Warner Will Open With Smart Cars, Carnival [Racked NY]
· C. Wonder Arrives at Columbus Circle [WWD, subscription req'd]
· C. Wonder Is Planning a Time Warner Center Flagship [Racked NY]

C. Wonder

72 Spring Street, New York, NY 10012 212 219 3500