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You may have encountered lovely silk tops from Joie at your favorite Bay Area boutique, but the brand has opened few stand-alone shops in the the United States until recently. In addition to their locations on Madison Avenue in New York and Newport Beach in California, Joie has opened two more spanking new shops: one in L.A. on Melrose and another in New York's SOHO on Wooster, and has plans to open 15 shops total, according to WWD. The company's owner and creative director, Serge Azria, said he wants folks to know his brand does more than just silk tops (it also does bags, shoes, pants and more), and has already pinpointed San Francisco as another city where he'll open a brick and mortar shop.
Azria also told WWD that the company doesn't usually go for the most expensive real estate. For example, the Madison Avenue store is between 87th and 88th Street, not in the pricier area between 57th and 72nd. "They will open strategically in different places," he said of the upcoming shops. Unsurprisingly, this will not be a Union Square opening. Our undercover scouts tell us the San Francisco Joie will be located on Fillmore near the new Steven Alan.
· Joie Expanding Stateside Footprint [WWD]