Wednesday, December 26, 2012

Shocker of the Century : Ed Hardy to Shutter at Lenox Square

Ed Hardy will shutter their only Atlanta full line store at year end.  The 1,400 s/f boutique, which opened in late 2008, was located on the lower level of Lenox Square near VANS and Urban Outfitters.

The brand's overpriced, flashy and at mostly, gaudy apparel and accessories have apparently fallen out of favor, much as Von Dutch did a few years ago.  Both brands employed similar tactics of appealing to niche celebrity markets and hoping to become sought after brands as a result.  Entrepreneur Christian Audigier licensed artwork from Kenny Howard (for Von Dutch) and Don Ed Hardy (for Ed Hardy) to launch the respective clothing and accessory lines. 

The Lenox Square store is currently offering remaining merchandise at 70% off original retail, in other words, around 10% more than it's worth.  The brand's other store at the North Georgia Premium Outlets is in sale mode as well, as it too will shutter by mid January.

Something tells me a wake for the Buckhead store's demise is being planned for Modern Restaurant & Bar followed by an afterparty at Scenario Nightclub on Roswell Road.

Ed Hardy was never a good idea for Lenox, and its closure comes as little surprise to me... or multiple readers who have already made private comments to me about the store's closure.  What would you like to see open in its place?  Should Kat Cole try and bring Cinnabon back to Lenox Square and open a flagship of sorts? Please share your thoughts in the comment section below. 

10 comments:

Anonymous said...

Why does Atlanta not have a Chanel Boutique??

Also, I'd like to see an Emporio Armani.

Anonymous said...

Great big Dollar Tree.

Anonymous said...

Call me crazy, but I think I remember Atlanta having a Chanel boutique when I was a kid. That's weird because I never thought about that until now. It's about time for Christian Louboutin, Chanel, and Dolce & Gabbana to make their presence known in Atlanta in the form of a Boutique. I also think Chloe and Tom Ford would be good stores to open as well.

nsk said...

I actually didn't know there was an Ed Hardy store at Lenox. The Pure store upstairs near NM also recently downsized... death knell for douches?

Anonymous said...

Lenox seems to be aggressively pushing the blacks out by getting rid of stores like Man Alive and Ed Hardy. Pure will be next.

Blacks are now starting to congregate at Perimeter Mall as it is accessible via MARTA as well.

Anonymous said...

Peremeter does not have stores like Man Alive and Ed Hardy, so why you think "the blacks" would go there instead of Lenox?

And, Lenox (Simon) will take anyone's money: black, white, or crazy like you.

Dion Smith said...

U know what people and those are stereotypes.. all black people don't dress in that attire . We do appreciate urban outfitters club Monaco Zara Michael kors LV prada Bloomies Macy's etc.. Atlanta has a very large black gay population too and they don't dress in that attire either. So Lenox is not trying to push blacks out but trying to make that more a better destination. The nerve of some people

Anonymous said...

I don't think I've ever seen that many African Americans even wearing Ed Hardy gear as I don't think that the company even targeted the "urban" demographic.

Erik from the Burbs said...

Where will douche bag Jersey Shore wannabe white guys in their 20s buy their clothes at since Ed Hardy is closing?

Anonymous said...

"70% off original retail, or in other words around 10% more than its worth" Ha! Great line Eli! Its funny because its true!