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A new boutique for girls ages 6 to 14 is coming to the Upper East Side, and it wants to be a one-stop shop for everything from clothes and shoes to makeup and birthday gifts.
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Troop will open at 1260 Third Avenue, between 72nd and 73rd streets, the shop announced on Instagram. There’s no opening date yet, and the post tells followers they’ll hear about the opening there first. Until then, the store is selling online only.According to the brand’s website, founder Julie Heller has more than 20 years in fashion. She started Troop after she noticed a gap in the shopping experience for tween girls. She was inspired by her daughters, Hudson and Harley, and by her own memories of ’90s mall culture.
The store will carry clothing, including dresses, sleepwear, eventwear and outerwear, along with footwear, hair accessories, bags and plush toys. There’s also a beauty section with makeup, nail products and fragrance. Brands include Emi Jay, Theme, iScream, Bari Lynn, Malibu Sugar, Katie J and DL1961 denim.
Once the doors open, families will be able to book private shopping appointments for birthday gifts or a new look. Those include one-on-one styling with staffers the store calls “Troop Leaders.” The shop also helps with shopping for birthdays, bat mitzvahs, vacations and holidays. Families can set up birthday wish lists for friends and relatives to shop from, and in-store pickup will start once the boutique opens.
The previous tenant at 1260 Third Avenue was Jacadi, also a children’s clothing store.
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