BY BRIA SCHIRRIPA

Dana Glaeser, the founder of Slightly Alabama, a men’s leather goods and clothing store, photographed for Bleecker Street Beat by Erica Freudenstein

In mid-March all of the vibrant storefronts that make up Bleecker Street, closed their doors due to the COVID-19 outbreak. With Phase 1 & 2 rolled out and Phase 3 beginning July 6th, these West Village storefronts have begun to reopen, leaving business owners to consider the new normal and rethink the future of retail.

BSB had the opportunity to chat with a couple of the community’s key players about their plans to get back to work.

We spoke to Jon Levy, Brand Director at Leap Inc., a startup retail platform for direct to consumer brands. They have a cluster of stores on Bleecker, from Naadam - best known for affordable cashmere to Goodlife known for its versatile, high quality fabrics.

Naadam clothing at Bleecker street store, courtesy of Leap Inc.

Goodlife store exterior, courtesy of Leap Inc.

While stores could not physically host customers, they found other ways to give back to the shopper. Leap brands Public Rec and Ledbury created a line of lightweight masks while Nadaam offered discounts on their popular matching sets, with the hope that customers would feel comfortable and cozy during months of work from home.

“We’ve been lucky to retain part of our team to work on key areas while doors are closed; so that when we reopen, the transition will be smoother” said Levy.

“Our model is based off of small, intimate relationships with customers”

Other Bleecker Street businesses, like Slightly Alabama, a fine leather goods store founded in 2013, have passed the time patiently waiting to reopen doors as its business model is tailored specifically to the in-store client.

“Our model is based off of small, intimate relationships with customers” says Dana Glaeser, Slightly Alabama’s founder and owner, who is almost always found in the store.

Slightly Alabama was originally brought to the West Village through the real estate company Brookfield’s Love Bleecker project. Two years later the store, which doubles as a workshop, remains on the corner of West 10th & Bleecker. “We’ve built great relationships with locals, most of our clientele consists of repeat customers” Glaeser says, adding that on a given night in non-pandemic times you might walk by to see the shop packed with guests for an event. He emphasizes that they are not just considered loyal customers, but friends.

Dana Glaser, Slightly Alabama store on Bleecker Street, photographed for Bleecker Street Beat by Erica Freudenstein

While Leap brands and Slightly Alabama transformed themselves into e-commerce businesses overnight, it is clear that both Levy and Glaeser see high value to the in- person shopping experience. They believe their brands have the ability to provide a unique experience for customers noting that it’s been recognized, socially and culturally that consumers crave the in-store experience and Glaeser adds, “smaller brands are able to do it”.

“Every shopper is going to look at this situation in their own way, with their own set of rules and standards”

Goodlife, Bleecker Street Store Interior, courtesy of Leap Inc.

However, small business owners acknowledge that the future will look different. “Every shopper is going to look at this situation in their own way, with their own set of rules and standards. It’s important for us to be able to offer something for everyone” Jon says.

Leap has plans to roll out an appointment-based shopping experience and a curbside pickup option come mid-July. Slightly Alabama, which reopened June 23rd, is following every guideline and exercising caution to ensure customers safety.

Dana Glaser with dog, Sheffield, photographed for Bleecker Street Beat by Erica Freudenstein

So, is there a silver lining? This unprecedented situation has taught business owners to think more broadly and to use their platforms, not just to push product but rather to become more personal, reflective and display humanity; “it will be a lesson learned well beyond this time” according to Glaeser.

With the city beginning to come back to life, shop owners are eager to resume business. When asked about what they look forward to most about getting back to the West Village, they paint a hopeful picture - tree lined streets, high energy and familiar faces - they can’t wait to get back to Bleecker.