Fortunoff plans to open a new jewelry and gift store Wednesday, three blocks north of Its Fifth Avenue store and next to Bergdorf Goodman, said Lauren Perinchief, a company spokeswoman.
The new store at 3 West 57th Street, west of Fifth Avenue, will help Fortunoff revamp its image.
Company CEO Arnie Orlick said in a statement that the new location “will update and strengthen our brand” with an “innovative store design.”
The Barteluce Architects & Associates-designed store will combine “eco-friendly elements and state of the art design,” incorporating recycled woods and aluminum, LED lighting and earth tone colors.
Since Metropole Realty Advisors negotiated the 12,600-square-foot, three-floor lease in the Phillips Auctioneers building at 3 West 57th Street, the space has undergone a renovation.
Jewelry and fine watches will be sold on the first floor, and diamonds on the lower level. A baby boutique and a gift registry will be on the upper level.
The move comes three decades after Fortunoff established its store at 681 Fifth Avenue, at 54th Street. The company leased 15,000 square feet of space in the 12-story, 64,000-square-foot building after selling it in 2005.
Fortunoff hopes to capitalize on the holiday shopping season by also keeping the 54th Street store open for business.
Fortunoff, founded as a Brooklyn neighborhood housewares store in1922, operates 20 stores in the New York metro area. Some carry only jewelry and gifts, like the Fifth Avenue store, while others sell home furnishing products and some offer both. Its flagship store is in Westbury, Long Island.