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Joie recently opened its second Manhattan location in Soho, but according to an article in today's WWD, the Los Angeles-based brand isn't going to stop at just two in the city. Over the course of the next year, Joie intends to open 15 more stores throughout the country, with plans that include boutiques in the Meatpacking District, as well as Pasadena and San Francisco.
There's no word on a specific address yet, but we wouldn't be surprised if it was a little bit off the beaten path. Serge Azria, the brand's owner and creative director, explained that he "puts stores in or close to bustling retail areas, but doesn't usually go for the most expensive real estate." For example, the Madison Avenue store is between 87th and 88th Streets, which boasts cheaper rents than storefronts located between 57th and 72nd Streets.
Update: A representative from the Meatpacking Improvement Association let us know that the address will be 429 West 14th Street, between Ninth and Tenth Avenues.
· Joie Expanding Stateside Footprint [WWD]
· Joie Gets Its Second Manhattan Store on Wooster Street [Racked NY]
· All Joie Coverage [Racked NY]