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NYDJ Gets Shop Treatment at Bloomingdale's
NYDJ has arrived.
The Vernon, Calif.-based jeans brand, founded and known until recently as Not Your Daughter's Jeans, will today mark the opening of its biggest shop-in-shop, a 1,200-square-foot space on the third floor of Bloomingdale's flagship at 59th Street in Manhattan, in something of a celebratory mood.
With a more-than-yearlong transition to its new, less missy-sounding name behind it, the company has leapfrogged over more visible, upscale competitors to become the largest-volume women's jeans brand in U.S. department stores, according to figures from The NPD Group. Market estimates put the firm's sales at more than $200 million a year.
"NYDJ's market-leading position in department stores is unique because we are not classified as a contemporary brand and we don't see ourselves as traditional 'missy,' and I think that's where we've found a distinct position," said Edwin Lewis, chairman and chief executive officer of the firm. "We offer fashion, quality and comfort in a slimming fit that makes women feel and look younger, confident and more beautiful, and that value proposition has clearly resonated with customers."
The Bloomingdale's shop, designed by the Rockwell Group, provides support for Lewis' theory,...