Los Angeles - Southern California-inspired brand Joie just confirmed a residency at Brookfield Place in Manhattan. The New York City shopping center just added the contemporary label as an addition to its plaza of cultural dining, luxury shops, and more.

As Brookfield Place has approximately 375,000 square feet of retail space, Joie will be taking up 2,000 square feet of that. Senior vice president of retail at Brookfield Place, Michael Golban, leased the space to Joie as a permanent tenant, as reported by WWD. In its new opening, Joie will be taking over a former space operated by Scoop. The store will reflect a unique experience in its design as well as with the clothes Joie offers. The concept of the Joie brand includes clothing that is “Casual, Comfortable, and Luxurious,” according to the brand’s website. These pieces are designed to bring together a fusion of modern and timeless fashion, resulting in vintage influences. The location at Brookfield Place will offer Joie’s apparel ranging from approximately 28 to 1,048 dollars in price.

Joie launched in 2001 as an apparel line that caters to the savvy, modern woman. The brand prides itself on understated chic pieces including casual and sophisticated designs. Joie joins Brookfield Place after having recently expanded into retail in the past couple of years. The brand launched its e-commerce website in January 2012, and since has been moving forward with store openings and more product categories. Currently, Joie has a global presence in various department stores and specialty stores internationally. There are 17 operating Joie locations in the U.S. as well in cities such as Scottsdale, Newport Beach, Los Angeles, Greenwich, Atlanta, Boston and more.

 

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