New York City -- A new concept, C. Wonder, has made its retail debut, opening a 5,000-sq.-ft. store in Manhattan’s SoHo neighborhood. The company is on track to open three mall locations this fall: Garden State Plaza, Paramus, N.J.; The Westchester Mall, White Plains, N.Y.; and Roosevelt Field, Garden City, N.J. An additional 20 locations are planned for 2012, according to various reports.
C. Wonder (the “C” stands for charming, chic and cheerful, according to the company) is the latest venture from Christopher Burch (the ex-husband of designer Tory Burch, the venture capitalist also co-founded her company and remains on the board). It offers a wide variety of goods, including apparel, accessories and home-décor items, all under its own brand. The price points are low to moderate, and the boutique-like environment is cheerful and colorful, with mismatched wallpaper and other whimsical touches.
Playful and upbeat, the store also has a high-tech bent. Customers can select the music they want to hear in the fitting rooms, and adjust the lighting to their liking. Sales associates are equipped with mobile devices. The store also boasts a totally integrated RFID and POS system.