Celeb-backed Start-Up NOWwith, Fashion Brands Ink Deals in SoHo – Commercial Observer

Alex Rodriguez– backed e-commerce start-up Now withmen’s clothing brand Rodd and Gunn and women’s clothing line Line get dressed 177 rue La Fayette — the building that once housed We workfirst location.

The three companies each took 4,386 square feet to The Eretz group-property in SoHo, also known as 154 Grand Street, learned Commercial Observer. The asking rent in the building ranges from $75 to $80 per square foot, depending on the landlord broker JLL.

NOWwith nabbed the entire third floor of the six-story building between Broome and Grand streets under a five-year lease. The company, which provides software for celebrities to sell products on their social media feeds, has already moved into the space before its Launch in Augustaccording Platinum PropertiesHiro Nishida, who represented the tenant in the transaction. NOWwith, who lifted $18 million in two rounds of seed funding in May, transferred from another SoHo office, Nishida said.

“It’s a one-of-a-kind building in SoHo…with windows on two sides,” Nishida said. “It’s no wonder WeWork’s first location was this location.”

New Zealand-based menswear brand Rodd & Gunn has signed a seven-year deal for offices across the entire sixth floor of the building as it seeks to expand its retail footprint in New York. The brand has a handful of locations in Manhattan and Brooklyn, including an independent outpost in 81 Front Street in Dumbo, Brooklyn.

Finally, La Ligne, a seller of dresses and knitwear launched by two former vogue staff members, also entered into a five-year contract to relocate its offices to the entire second floor of the property. La Linge, which has a retail store in 996 Madison Avenuemoved into the building earlier this year, although it was not immediately clear where its former offices were.

The Lafayette Street building was where the WeWork co-founders Adam Neumann and Miguel McKelvey created the coworking company’s first 3,000 square foot site in 2010, before the rapid rise and fall of WeWork became the subject of books and even inspired the stars AppleTV+ adaptation, “WeCrashed”. We work firm the outpost in July 2020 as it reduced its office portfolio.

JLL’s Paul Glickman, Benjamin Bass, Kip Orban, Kristen Morgan and Thomas Swartz negotiated the three transactions for the owner. SavillsJordan Weiss handled the deal for Rodd & Gunn while the Runyon Groupit is Isabelle Solmonson represented The Line.

Savills declined to comment. NOWwith, La Ligne, Rodd & Gunn and Solmonson did not immediately respond to requests for comment.

Celia Young can be contacted at cyoung@commercialobserver.com.

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