It seemed like a good idea when it opened, but the Burberry Brit store on Columbus Avenue made a stealthy exit several weeks ago, perhaps to make way for something a bit more suitable for the neighborhood. Momwear mainstay J.Jill has swiftly taken over the 2,816 square foot store between 67th and 68th Street for its very first New York City store. Though the retailer has 250 stores throughout the U.S. and is well represented in the suburban malls that surround the city. Despite not having a store here, Manhattan is reportedly the brands top-volume market through its website and catalogues. Now under a new owner, look for J.Jill to increase its visibility in the city imminently. Apparently the West Side store is just the first of several new NYC stores for the label set to appear later this year. A spokesperson for the brand tells WWD, "We expect to expand our New York City footprint later this year."
Part of the chain's success may be due to its main customer base. While most retailers have been chasing the elusive and sometimes unpredictable Millennial customer, J.Jill has been doing very well by catering to the good old Baby Boomers with easy, casual clothing. With that in ind, they should last a lot longer on the Upper West Side than their predecessor did.