By Lisa Kava
CPW, a longstanding women’s clothing boutique at 495 Amsterdam Avenue, on the corner of West 84th Street, is closing on Wednesday January 31st.
The rent at the Amsterdam location ultimately became unmanageable for owner Linda Wolff, leading to the difficult decision to close. “I cannot make it work anymore,” she told West Side Rag in a phone interview.” The landscape of retail has changed.”
So, on February 1st, Wolff will begin “a new adventure” as a stylist and personal shopper. CPW from then on will stand for Creative Personal Wardrobes.
Known for her unique, edgy sense of style and keen ability to relate to her customers, Wolff has developed a loyal following over her 34 years on the Upper West Side. Admired, respected, and adored by locals, she has been more than a neighborhood store owner. Many of her customers, ages 16 through 90, have become her close friends. “Linda is an icon; she is a legend,” said longtime customer Glynis Karp. “She doesn’t realize how popular she is. Through my 30s, 40s, and my 50s, Linda not only helped me define and elevate my style, she has been a good friend and confidant.”
Wolff distinguished CPW from other women’s clothing stores. She was brutally honest with her customers, with whom she instantly connected. “I know if something looks good on someone or if it looks terrible,” she said. “Why would I want to tell someone they look great if they don’t?” Her clients valued her opinion and appreciated her personal attention. “Linda is a fashion beacon, yet has an authenticity about her,” said Karp. ”Almost everything I bought from her over the years, I still have.”
“My customers always told me I looked cool,” Wolff said. But when buying for the store, she thoughtfully chose pieces with different styles in mind. “I did not only buy what I would wear.” Creativity was important. “I never wanted to drink the Kool-Aid of carrying just the latest brands of the moment. I wanted everyone who walked into my store to feel stylish, not necessarily trendy.” Wolff encouraged customers to try pieces that they might not have chosen for themselves. “I know exactly how far I can push people out of their comfort zone. And I know what looks fabulous.”
Wolff began her career in retail at the age of 23, working as a salesperson in a denim store on the Upper East Side. She eventually became the manager of that store. She opened her own boutique in 1990 on 74th and Broadway. She then had a partnership with a clothing brand called CPW (when the partnership ended, an agreement was reached and she kept the name.) She moved to the Amsterdam Avenue location in 2002. “Since I was a little girl, I have been interested in fashion. I didn’t learn this. It’s who I am.”
A survivor of child abuse and neglect and domestic violence, Wolff now volunteers at the Urban Resource Institute helping domestic-violence victims. She says she wanted to create a safe space for women and give them confidence. “I know what it’s like to feel unseen and unheard. I wanted women to walk out of my store feeling great about themselves.”
Wolff regularly donated clothing to charities. “There were always bags of clothes sitting by the entrance waiting to be picked up by a charity,” said Kathy Tuchman, who has been a customer since the 1990’s. “Linda’s customers knew if there was an urgent need we could drop off items to her and she would get them to whomever needed them.”
Wolff’s difficult childhood laid the foundation for the warm, welcoming environment she created at CPW. Estranged from her parents and raised by a nanny, customers became family. “I looked forward to going into CPW after work, not only to shop, but to hang out with Linda,” said Tuchman. “I would sit on her couch in the back of the store, and we would just chat about current events, things changing in the neighborhood, and trends in clothes. She would introduce me to anyone who came in and then we would all start talking like we were old friends.”
Wolff’s mini-poodle Talullah was a fixture at the store; greeting customers, or relaxing on the couch dressed in her own stylish outfit. Talullah’s predecessor was Lucie.
Linda Wolff is looking forward to her next chapter. “I can’t wait to go into people’s closets, purge what is unnecessary, take them shopping everywhere, and help create a million outfits,” she told the Rag. She can be reached by email, by phone at 646-637-5912 or by Instagram.
“This closing of CPW marks the end of an era,” said Karp. “But it is not the end for Linda. This is super exciting.”
(Thanks to Sandi for the tip.)
Subscribe to WSR’s free email newsletter here.
It’s the RENT.
Anyone who has run a business in this neighborhood knows that shopping habits are changing. E commerce has changed clothing sales for good, and the economics usually can’t support this kind of store at any rent.
The skillset that made this store successful has been replaced by personal shoppers who operate “concessions” out of a few major department stores like Nordstrom, Bloomingdales, Bergdorf’s, etc. The personal shoppers don’t have the overhead, and maybe they lose some control over the wares because they aren’t the buyer. But that’s just the evolution of the business.
Every business says they are closing because of “the rent”. It’s a too-convenient boogyman. New businesses usually replace those stores — not as often as we would like, but it does eventually happen.
So is it really the rent, or is it that sales couldn’t keep up with costs of goods, commercial rent tax, compliance costs, insurance and all the other cost drivers of a business?
We need to stop looking for villains whenever a beloved business shuts down. A salute to this business for decades of making people happy.
Every time I read comments about “shopping habits” I think about walking around Lisbon, Paris, Lyon, and Rome in the last couple years and how it does not appear they have the same problems that we do. Thriving retail at every level, hardly any vacant stores, and very active street life. Its a shame that “the worlds greatest city” cannot compete. It certainly makes walking the NY streets a lot less appealing.
Really good point. Look at around at the various businesses. Are we to believe the landlord charges them less rent because they sell $5 cookies? Economics would say, sell different product. It’s always sad to see a store leave but maybe the owner just had enough? Hopefully those who still enjoy the in store shopping experience will walk across the street and patronize Darryl. He offers wonderful curated selections as well as stylist support.
Major bummer. CPW was a staple of mine.
Linda, You will be greatly missed on Amsterdam Avenue. Wishing you all the best in your new endeavor.
I guess selling a pair of jeans for $300 still isn’t enough to pay the rent.
Makes me so sad that spots like this can’t stay open. Reminds me of my fave Caesar’s Palace Pizza next door… they were always busy and popular but their rent went up so much they would have had to charge like $10/ slice just to stay in business.
Linda has a great eye and it’s a shame the landlord hasn’t realized her incredible contribution to the neighborhood and her causes. She gave that block a cool identity. She has a strong clientele who I know won’t make a move without her advice. The best tshirts, great jeans, incredible coats and dresses. For a minute she also had terrific kids items. Anyone who has shopping hang ups should take her email and phone number to help to a closet clean out and restock. It’s in the post. I wish her success and highly recommend her for all the ladies and lads reading this post.
100+ year old building with rent controlled and rent stabilized tenants. Due to the the most recent changes to rent laws the landlord can’t increase rent enough to pay increased taxes, maintenance, fuel, labor, etc so somebody has got to pay to keep the building in even minimally decent shape.
All the best to you, Linda. I also lost my business after 31 years in the neighborhood for the same reason. Losing the place but continuing your calling will only make you happier and healthier, physically and financially, keeping all you were paying in rent for yourself!!!!
So sad. Best store and really was a great grounding store for the neighborhood. And Wow, rent once again, to many great places have closed due to high real estate costs. Heartbroken.
While high rent was the major cause of the unfortunate closing, changes in shopping habits…particularly on line shopping…is also a contributing factor. Shop local needs to be front of mind all year round.
This is so sad.
CPW will truly be missed.