Boutique an NYC survival story

By Farnoosh Torabi, Special to amNewYork | amSmallBusiness@gmail.com

August 13, 2007

A single, bright pink flower stays painted at the bottom of the display window at 281 Mott Street. It's the old logo for Poppy, a four-year-old apparel destination run by Leslie McKoewn, 34.

The illustration, McKoewn explained, captures the identity of the Poppy that once was -- a fresh face to the then-emerging fashion neighborhood. "I kept [the old flower on the window] because people had an emotional connection," she said.

Today, though, the Nolita shop, like its neighborhood, has matured -- and with that comes a new visual identity. The new look is still a flower and still quite pink, but Poppy's latest emblem is a bit more refined. Best of all, McKoewn explained, it resonates with the shop's identity as a place offering essential wardrobe for "the coolest girl you know."

"There was nothing wrong with my initial logo but what I was finding, much to my happiness, was that the girls shopping at top-of-the-line stores were also shopping at Poppy," said McKoewn, referring to upscale stores like Barneys Coop, Intermix and Scoop.

The rebranding marks a new era for Poppy, which has seen sales flourish since its launch in 2003. The lines it carries are unique and, as a result, the shop has become a constant must-visit by the city's fashion prowlers. "The average shopper is a girl who wants something new, new, new, new, new. She'll come once every other week easily pick up two or three items and spend $750," said McKoewn.

The briskness of business is also evidenced by the fact that Poppy is still around in the revolving-door neighborhood. "So many stores come and go quickly," McKoewn said, adding that after just four years, Poppy is an institution on its block of Mott Street.

The survivors are mostly big-name, luxury brands that have spilled over fromSoho.

Soon, Poppy will have clothing designed by McKoewan and further down, possibly a second location.