PREPPY LIFESTYLE EMPORIUM TAKING BORDERS’ PLACE IN TIME WARNER CENTER

A store filled with housewares and preppy clothes has signed a lease to take about half of the space of the old Borders store on the second floor of the Time Warner Center, the Observer, Racked, and Women’s Wear Daily reported.

C. Wonder, which also has a SoHo location, sells clothing, jewelry, and home goods. The website exudes casual New England wealth, and numerous models in their clothing section have popped collars. If you didn’t go to Middlebury, it might be a little intimidating.

The company’s president has high hopes for the store, according to the Women’s Wear Daily piece (subscription required):

“The Upper West Side doesn’t have anything like this,” said Amy Shecter, president of C. Wonder. “We intend to immerse ourselves in the community and build relationships with the yummy mummies in the neighborhood. The SoHo store is exceeding our expectations. We have greater brand awareness and more brand recognition now. The Time Warner store has opportunity to exceed our expectations right from the start.”

H&M was rumored to be taking over the space, as we noted a couple of months ago. It could still take the other half, although H&M isn’t confirming one way or the other.

For our map of 32 other recent Upper West Side openings and closings, click here.

Image via C. Wonder.

NEWS, OPEN/CLOSED | 3 comments | permalink
    1. UWSer says:

      Why so negative? So what if you don’t fit the demographic, there are plenty who do. And it’s not like the Borders was so wonderful. Poorly stocked, ignorant sales people, high prices and lots of non-book junk merchandise.

    2. stuart says:

      is the Time Warner Center really the Upper West Side as we know it?