Century 21 Ups Ante With C21 Edition

Century 21 Ups Ante With C21 Edition

Century 21 has a new concept to undercut the incoming competition downtown.

The format, called C21 Edition, is a setting for designer sample sales and vintage luxury with a brass-embellished Madison Avenue aesthetic that transcends the usual off-price aura.

"C21 Edition is a higher-level boutique within our store -- an elevated showcase for the brands that deserve it," Raymond Gindi, the co-chief executive officer of the Century 21 off-price department store chain, told WWD during a tour of the space Monday.

"Sample sales never respect brands or what they stand for. With C21, we are providing a full package of operations, service and security," added Valentino Vettori, Century 21's chief strategy officer, who designed the space.

"We're thinking out of the box from what we traditionally buy," said Alicia Liu, Century 21's senior fashion director.

C21 Edition is housed inside Century 21's Manhattan flagship. While the main entrance to Century 21 is on 22 Cortlandt Street, C21 Edition has its own entrance at 21 Dey Street on the corner of Church Street, and its own elevator, for a sense of exclusivity.

C21 Edition has about a year of designer sample sales in the works already;...