A few decrepit looking storefronts near the Flatiron Building have just been rehabbed, and there's something satisfying in seeing the first one opening not with yet another of the national brands that pounce as soon as a retail space in the neighborhood becomes available, but a young, local chain. Popular Williamsburg kitchen store WHISK has just opened its first Manhattan location on Broadway between 21st and 22nd streets, offering a smart complement to nearby ABC Carpet & Home, Fish's Eddy and Eataly. If it's selection and depth that you need, then Bed Bath & Beyond is over on Sixth Avenue, but if you want to save time and avoid annoying crowds, then Whisk has the Kitchen Aid mixer that you are going to wind up choosing anyway. In fact, the store has a stock of solid, quality goods that are just as well curated for an enthusiastic home chef as they are for someone who is just starting to put together a kitchen from scratch. The folks here seem to have weeded out the cheap, entry level merch as well as the excessively opulent choices like big, expensive multi-piece cookware sets in favor of well- considered individual items you can buy one at a time. Even the costly Mauviel French copper pans seem chosen for people who want them for actual cooking rather than just hanging them from the kitchen ceiling for show.
Aside from merchandising expertise, Whisk has charm and personalized service on its side as well. Expanded from the Brooklyn original, the baking section is designed to look like a vintage candy store (pictured above). The bar section has also been expanded for the more urbane location, and while Whisk's knife selection looks promising online, that particular corner is still not yet set up. So if you are weary of picking through superstores or hoping to find what you need at discounters, Whisk has now arrived in Manhattan to keep your kitchen in order.
WHISK 933 Broadway between 21st & 22nd Streets, Flatiron District.