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Michal Negrin Launches First Store in New York City

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The elegant display window at the SOHO location of the Michal Negrin store
The elegant display window at the SOHO location of the Michal Negrin store
Michal Negrin, Israel’s most popular and wide-spread designer, announced today that it had opened its 62nd location worldwide and her first location in New York City. The concept store is located in the heart of Soho, at 95 Spring St. between Broadway and Mercer, placing it on one of the busiest fashion blocks in the world.

The store is the second of a chain of 24 stores planned to open in the US, after opening a first store in June in Westfield Garden State Plaza Mall in Paramus, NJ.

Noam Hanuka, the CEO of Michal Negrin USA, shared details about the location “As a worldwide brand focusing on high-end apparel and jewelry, opening a store in the heart of Soho was very high on our agenda. We have been scouting for a Soho location since September and are glad to have secured a dream-location. From our experience in major cities around the world, four of our most excited categories of customers are fashion savvy women, by tourists, by oriental communities (from Asia and the Middle East) and by the Jewish population. Each of these communities shops in Soho. We will have a great mix of apparel, jewelry and home décor items, providing exceptional ‘shopping for myself’ and ‘shopping for a friend’ choices.”

“The store was opened a few days sooner than expected and we are fully prepared for the upcoming Jewish holiday. The timing will give us sufficient time to master smooth operations and gain ample recognition before the Christmas season.”

Oren Heiman, representing the investors of Michal Negrin USA, shared details about the expansion plan: “The deal signed with Michal Negrin calls for 24 stores over a 12 year period. We are looking at several locations in fashion and tourism centers and in upscale shopping malls in the New York vicinity for the first 4-6 locations.Opening the first store in Westfield Garden State Plaza mall was a great experience for us and we feel we better understand our customers and how they interact with Negrin’s unique style. We are continuing to rely solely on products made and designed in Israel and are insisting that also decorative elements and furniture are imported from Israel, despite the cost. The fact that 100% of the products in the store are handmade and difficult to purchase in the US, make the Heart of Soho location optimal”.

Michal Negrin, the designer, who is currently in New York to handle the final set up of the SOHO location, shared her excitement about the SOHO opening. “SOHO is an exciting place filled with surprises, I love to get lost there and find things I have never seen before. It is a bustling and fascinating place filled with happenings triggering your interest in every moment. SOHO is a multi-cultural place where you can find the home of various kinds of arts and exciting exhibitions and where people can be who they really are, to surprise and bring out the artist in each one of them. I am especially fascinated by the creativity at the display windows, especially towards Christmas. I am trying to adopt the Christmas holiday and spirit all year long.In New York, like in our slogan, you can live the fantasy (to the fullest) each and every day”.

Ribbon-cutting took place on the evening of Monday, August 12 in the presence of Michal Negrin, Noam Hanuka and Talya Yisraeli-Revivo, the store manager. The event included a traditional Mezuzah placing ceremony, led by Rabbi Joseph Potasnick of the NY Board of Rabbis [see photos]

The grand opening celebration is planned for September 22 and is expected to include a line-up of events with New York fashion and media icons, fashion shows and spot promotions, all to be advertised on Michal Negrin USA’s Facebook page.

About the Brand and the Designer

For over 25 years, Michal Negrin has been famed for bringing the romantic, vintage-inspired designs to the world-wide fashion scene. Her romantic and fanciful designs of jewelry and fashion have caught the imagination of celebrities and fashion conscious women around the world. Michal Negrin began designing as a child, driven by a passion for self-expression. In 1988, Michal and her husband Meir Negrin launched their first collection at Tel Aviv’s open-air marketplace, where many talented designers started. The couple opened their first concept store in the fashionable district of Tel Aviv. The chain has grown to 60 stores in two dozen countries worldwide including Japan, USA, Israel, Italy, Russia, France, Austria, Mexico and China.

“Our first stores outside of Israel were in Tokyo” recalls Michal. “My recognition travelled from Israel to Japan and the far East, then to Eastern Europe. In the last decade, most of the stores are opening in Western Europe and the Americas where colorful, fanciful and romantic designs have picked up dramatically in fashion houses”. On entering a franchise with a New York based group, Michal adds “New York is a natural location. The store in Garden State Plaza had a stellar first-month. We are very much looking forward for the SOHO store and for the next stores in fashion-oriented locations in New York and the US”.

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