Barneys New York is rebranding its two largest Co-op units before it transforms all of its Co-op locations, including the possible elimination of the nameplate from freestanding stores.
Co-op stores at 2151 Broadway, on the Upper West Side, here in New York, and The Grove in Los Angeles, will be rebranded as simply Barneys New York come summer.
Co-ops are known for a more casual mix of jeans and contemporary apparel and accessories for men and women. After the renovation, the Broadway and Grove locations will no longer sell men’s merchandise, with space to be given over to designer ready-to-wear. In addition, rebranded Barneys New York units will feature more handbags, shoes and jewelry.
Barneys is on a roll this week, not only did they announce they will launch a year-round warehouse site, but they also collaborated with four of Hollywood’s top comedians: Mindy Kaling, Leslie Mann, Aubrey Plaza, and Will Forte, to choose their favorite items from the department store as part of its ‘The Influencers‘ campaign. The awesome part is, Kaling and Forte provide hilarious commentary on why they chose their picks. Some highlights:
Kaling on Helmut Lang’s lambskin wrap jacket: “James Franco rolls up to my East Village apartment, and I’m like, ‘I’m not ready yet!’ And he’s like, ‘We are going to miss the art exhibit, babe,’ and I’m like, ‘Uhhh, I think they’ll keep it open for me.’ And I appear in this awesome not-black-but-almost-black leather jacket, and get on my motorcycle and ride, baby.”
Forte on Kiehl’s Facial Fuel Energizing Moisture Treatment for Men: “Yeah, I’m not embarrassed to admit that I moisturize. Cool guys moisturize, that’s what the ladies say. And this stuff feels real good. It’s like rubbing a Peppermint Patty on your face.”
As we previously reported, Barneys New York is launching a discount sale site. What we didn’t know, though, was that this sale will be ongoing, and not only for a limited time. Barneyswarehouse.com will start selling designer clothing at discount prices on Monday.
Daniella Vitale, chief merchant and executive vice president of Barneys told us “It fits with our strategy to build all of these digital properties”. She added that the retailer is considering other product categories and classifications for future e-commerce sites. “Yes, I do think there are other categories. In home, we have this incredible Chelsea Passage that we don’t speak to as much as we could. Some things could have a greater digital presence. Beauty is certainly something. We carry a lot of brands that aren’t widely distributed. We’ve probably underplayed beauty a little on our Web site.”
Now in it’s second year the Barneys Warehouse Sale will be available on the Web in addition to it’s traditional format (which will start February 14th and go through February 24th). No word on when the online sale will take place. However, you can click here to sign up so you can be notified when it goes live.