J. Jill opening first NYC store

In a move that has probably been a long time coming, J. Jill, which operates 250 stores across 43 states, has finally decided to find a home in NYC. WWD has reported that they will be opening their first store on Manhattan's West Side in September. Their planned store will be 2,816 square feet and will be located at 160 Columbus Avenue between 67th and 68th streets.

The move is one of the first efforts by J. Jill to increase their visibility after they came under new ownership. Last month, the company was sold to TowerBrook Capital Partners for an undisclosed sum. TowerBrook, a private equity firm, received 40 million dollars from CIT to aid in the acquisition of the company.

J. Jill coming to NYC in September

TowerBrook has plans to work on J. Jill's omnichannel presence, as well as identifying new opportunities for growth. One of their first ideas for growth was opening a store in the fashion capital of America: NYC. TowerBrook is no stranger to helping fashion brand's grow either. The firm currently counts True Religion and Kaporal Jeans in their portfolio, with Jimmy Choo and Phase Eight as past investments as well.

In addition to their brick-and-mortar stores, J. Jill also distributes a catalog and has an e-commerce presence. The brand is marketed towards baby boomers, and sells women's apparel, accessories and footwear. They are known for their very laid back aesthetic.

Although they don't have a store in NYC yet, Manhattan is actually J. Jill's top volume market. Despite other brand's marketed towards baby boomers struggling, J. Jill has actually seen 13 quarters of consecutive growth. Their new NYC store is sure to keep them on a positive growth track.