FiveStory is one of Madison Avenue's newest boutiques. The brownstone, which is located just west of Madison off on 69th Street, is actually only two stories of merchandise but is very much a shopper's fairy tale.
Thankfully the five star ambiance doesn't translate entirely into four digit sticker prices. We found lots of unique designer and contemporary clothing that catered to a variety of budgets. The store's best quality is that it's owner, 26-year-old Claire Distenfeld, didn't choose the stereotypical Prada, Pucci and Gucci lineup. Most of the boutique's inventory is comprised of designers that you likely haven't seen, like Vika Gazinskaya, Roberta Furlanetto, Chianti and Parker.
Since this is FiveStory's first full season and we couldn't wait to see what had been marked down. Right now, most of the store's summer merchandise is 30% off. We found a great nude Chalayan dress marked to about $280 from $395, del Toro slippers are $257 from $265 and a tulip dress is $840 from about $1200. There are so many interesting items to look at that it was almost hard to keep track.
Although the boutique does not hit the mark of rivaling 10 Corso Como in Milan or Colette in Paris, it is a refreshing alternative to the average glossy big brand store. We liken the space to a more intimate Henri Bendel circa 1980s (not today!).
Next markdown you can bet we will be walking out with more than one shopping bag!
18 East 69th Street