August 22 2014

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A Sister Act Strikes Again


French brands Sandro and Maje are setting out to extend their empire into the U.S. Last year, the brands debuted their first respective New York stores, in adjoining spaces on Bleecker Street. Now they’re each opening on Prince Street—again, side by side. You’d think the stores were sister establishments, which is not quite the case. The labels, which both stock trend-driven ready-to-wear and accessories, aren’t sisters; their owners are.

For her second U.S. store, Sandro’s Evelyne Chetrite chose to make the 725-square-foot shop a women’s-only affair—ironically enough, because her menswear business is so strong. “The men’s collections are becoming more and more important and therefore much more appreciated. They need space to express themselves in their own environment, just as the womenswear does,” Chetrite says. (The men’s and women’s stores at Bleecker Street have separate entrances but connect internally.) Aside from that, the two boutiques are similar. Like the Bleecker Street location, the store has an antiqued oak wood floor and whitewashed brick walls; hanging from the racks are Spring’s best-sellers, including the Vertige green tweed jacket ($515) and the Enivrant floral blouse ($270).

Her sister, Judith Milgrom of Maje, likewise modeled her new Prince Street boutique—the label’s third in the U.S.—on her Bleecker store, inspired by a traditional Parisian apartment, with a mirrored chandelier, chevron wood floors, and gold leaf detailing. The Soho store will also be women’s only, including clothes, shoes, handbags, jewelry, and accessories; a five-piece collection of Brigitte Bardot T-shirts, called Icons Forever, launches today as well.

The neighborhood seems to suit both nicely. And while Sandro is looking for a space in Soho and planning to open in Los Angeles, according to Chetrite, Sandro’s “next store will be on Madison Avenue.” No surprise here: So will Maje’s.

Sandro, 8 Prince St., NYC; Maje, 10 Prince St., NYC.

Photos: Kyle Ericksen

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