THE ink is barely dry on a new lease in SoHo for the vintage tattoo wear shop, Ed Hardy.The new flagship city location at 49 Mercer, between Grand and Broome streets, will have 3,000 feet on the ground along with a 2,500-foot selling basement. The asking rent for the ground was $120 a foot and the deal was made close to that number.
The Los Angeles-based retailer is the brainchild of Christian Audigier, who previously put Von Dutch on the map.
The designs are based on those by tattoo artist Don Ed Hardy and favored by celebs such as Ludacris and Madonna.
A small shop is already open on W. 13th Street in the Meatpacking District and others can be found around the world, with many located in Asia.
Peter Brause and Barry Sanet of Sierra Realty represented building owner DL Mercer and also found the tenant.
"They are doing great numbers in Meatpacking and think they will really blow it out in SoHo," said Brause.
The hot street has Vivienne Tam coming to the corner in the Andre Balasz-owned building at 40 Mercer St., while Australian boot maker Ugg has a small store nearby at 79 Mercer St. Also, retailer Scoop just opened in a major retail space that extends from Broadway to Mercer.
"That block is happening," said Brause.
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