[dropcap]W[/dropcap]est Chelsea is welcoming an unconventional boutique, Story. The layout of the store is to be designed like a magazine, their theme changes every four to eight weeks with entirely new merchandise and store design. Story features many New York-made accessories, jewelry, gifts and even local food. Rachel Shechtman, responsible for Story, will also feature Mary-Kate and Ashley Olsen’s StyleMint Label, Bauble Bar and Joor. Shechtman also plans on opening five more stores within the next three years, revealing that Los Angeles and London are at the top of her list. To add to the list of unconventional, an iPad-armed greeter using Lightspeed POS, recording e-mail and purchases, greets each customer. Shechtman also shares, “Collaboration is the new competition. If I’m out of a product, I will tell you another place to get it”.

http://www.wwd.com/retail-news/specialty-stores/rachel-shechtmans-new-york-story-5968346