By Linda Collins
BOERUM HILL — FLOR’s second New York City store opens Thursday on Atlantic Avenue in Boerum Hill. Its first location in the city, in SoHo, opened in March.
Described as “an innovative home decor brand” and the creator of “beautiful and responsible” — meaning sustainable — modular floor coverings, FLOR Inc. has leased 1,600 square feet at street level in a new mixed-use building at 307 Atlantic Ave., between Smith and Hoyt streets.
Jaime Schultz, senior retail leasing associate with GFI Retail Group, who represented the landlord in the five-year-plus-five-year-option lease, along with colleague Lon Rubackin, said this is absolutely “a coup” for Atlantic Avenue and for Brooklyn.
“It is one of the most sustainable companies and is known by everyone from interior designers to furniture companies,” she said. “In fact, we’ve heard from a number of furniture stores who want to be next door.”
As Schultz explained, there are two retail spaces at ground level in the one-year-old residential rental building — FLOR has leased 1,600 square feet and there is still an 1,800-square-foot space available next to it.
Dean Rosenzweig, a member of the CB Richard Ellis Tri-State Region Retail Services Team, represented the tenant in the lease transaction.
According to a published statement from the company, it chose its new Atlantic Avenue location because it’s one of the busiest streets in Brooklyn and because the firm believes it’s a place where discerning design enthusiasts and a strong and loyal customer base can be found.
“Brooklyn is on the cutting edge of all things design. Its neighborhood retail shops, art galleries and overall vibe emanate a sense of fashion and confidence we just had to be a part of,” said Greg Colando, president of FLOR. “And as the people of Brooklyn search for a new vision of design in their homes, we want them to spread the word about this revolutionary new way to cover your floors.”
Visitors to the Brooklyn store will be able to to mix and match colors, patterns and textures to create a custom rug, runner or wall-to-wall design, thus actively participating in the creation of their own rug with FLOR’s system of carpet squares, according to Colando.
“Customers are invited to experience just how easy it is to redefine any space by mixing and matching FLOR styles to create custom rugs, runners and wall-to-wall designs of any length, size or shape,” he said.
This is FLOR’s seventh store with already-opened shops in Chicago, Santa Monica, Atlanta, Dallas and Houston.
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