REAL ESTATE

Destination XL opens Manhattan store in June

BY Dan Berthiaume

New York — Destination XL Group, Inc. will open its first Manhattan store in June 2014. Located in the Chelsea section of Manhattan, the new DXL stores represent the company’s superstore format.

As part of the company’s new redesign, the store will feature wider aisles and larger fitting rooms, as well as sofas, chairs and flat-screen televisions.

“We’re thrilled to be opening our first Manhattan store,” said Destination XL president and CEO David Levin. “As we continue to reinvent and modernize the retail experience and merchandise offering for today’s savvy big and tall consumer, our new Chelsea location offers the ideal space to serve our diverse customer base.”

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MARKETING/SOCIAL MEDIA

Alex & Ani boosts Facebook revenue with EBay

BY Dan Berthiaume

Cranston, R.I. – During the 2013 holiday season, Alex and Ani turned to EBay Enterprise, an EBay Inc. company, to help drive sales and achieve higher ROI through its Facebook ads. Between Thanksgiving and Cyber Monday, the company’s Facebook ads drove $1.6 million

EBay Enterprise partnered with Kenshoo Social, an advanced technology platform, to optimize Alex and Ani’s highly targeted social marketing campaign. The retailer currently leverages several EBay Enterprise commerce offerings, including Magento Enterprise Edition, to customize and extend its e-commerce efforts with best-of-breed capabilities such as its marketing solutions programs affiliate, search and paid social to exceed its online goals.

“The strategies and best practices championed by the EBay Enterprise Marketing Solutions team helped drive insights that refined our Facebook advertising program, making it a force for our direct response goals,” said Ryan Bonifacino, VP of digital strategy at Alex and Ani. “The Kenshoo Social platform coupled with our team at EBay Enterprise gave us the horsepower that allowed Alex and Ani to come out of the gate strong during the second half of 2013, and we plan to continue to scale our investment in Facebook advertising as a result of the performance we’ve seen.”

When comparing performance of Facebook ads for the six months before and after launching with EBay Enterprise, Alex and Ani noted significant performance gains. ROI increased by 80%, while revenue saw a 4,388% boost. In addition, average order value rose from $14 to more than $75, an increase of 434%.

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REAL ESTATE

Warby Parker takes Upper East Side location

BY Michael Fickes

New York — Warby Parker, the hip eyeglass brand, has leased the iconic retail space on the southeast corner of the intersection of Lexington Avenue and 82nd Street in the Upper East Side.

Winick Realty Group represented the landlord Samy Mahfar of SMA Equities in the transaction. Thor High Street Advisors represented Warby Parker.

The location, which will be the brand’s third in Manhattan, consists of a 1,600-sq.-ft. ground floor and approximately 600 sq. ft. each on the mezzanine and in the basement. The property’s striking features include cathedral-style 20-foot ceilings, spectacular 20-foot arched windows and 115 feet of wraparound frontage.

Working hand-in-hand with Mahfar, Warby Parker restored and revitalized the century-old storefront, focusing on every detail from the interior moldings to the original terrazzo floors from the early 1900s.

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