BCBG Max Azria has agreed to open a three level, 10,000 square foot boutique on Fifth Avenue. That in itself is not such big news. What is interesting is that the shop is located at 461 Fifth Avenue, on the northeastern corner of Fifth and 40th street, across from the
New York Public Library's historic main building and far south of the expected territory for an upscale, flagship sized store. In fact, very few higher-end stores would venture past the unofficial border set by
Saks Fifth Avenue at 49th Street. Their only retail neighbors of note will be
Sean John, with whom they share the same block and
Lord & Taylor whose much hoped for turnaround is still in its embryonic stages. As prime Fifth Avenue rents continue to rank amongst the highest on the planet, it is inevitable that businesses would start heading south for more financially forgiving sites. BCBG's new store is expected to carry a full range of the brands products including men's and girl's labels, and if they can attract customers and other merchants to what is now something of a retail no-man's-land, whatever deal they struck could seem like a bargain in a few years.
