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Curve Shutters Soho Store in Favor of Bond Street

The Soho store, via <a href="http://www.shopcurve.com/?page_id=100">Curve</a>
The Soho store, via Curve

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Back in May, Curve announced that part of its 15 year celebration would include expanding to a new location at 57 Bond Street. Plans have changed, slightly: store owner Nevena Borisova has opted to close her Mercer Street outpost and continue on with only the Bond Street store in New York.

In Soho, Curve shared the block with Helmut Lang, Ugg, Paige Denim and Joe's Jeans—not exactly like-minded brands for the boutique, whose merchandise mix includes Jenni Kayne and Balmain. In the new location, neighbors will include Oak, A.P.C. (not yet open), Billy Reid, and whoever scoops up the space Rogan recently exited. Additionally, Intermix is just around the corner, and Aloha Rag is rumored to open on the Bowery as well. The new 'hood is shaping up to be a much better fit for Curve, and anyone looking to knock out a handful of cool New York stores in one fell swoop—something Soho just isn't as good for any more.
· Curve Celebrates 15 Years With Exclusives—and a New Store! [Racked NY]
· Rogan Breaks Up With Bowery, Already Looking for a New Store [Racked NY]

Curve

57 Bond Street, NY, NY