Spanish Harlem, located on Manhattan’s Upper East Side, is known for its turn-of-last-century brownstones. Many are undergoing renovation, and Mensch Mill and Lumber is the community’s source for building materials and hardware.
When an adjacent brownstone became available, owners Jeff Solomon and Howard Kahn jumped at the chance to expand.
Choosing to expand into a historic building isn’t common among retailers— especially when the building is generally considered a residential property—but Kahn and Solomon saw the brownstone as a way to further integrate within the community. Mensch Mill was improving the neighborhood and renovating a historic building just like the residents.
“Our customers are DIYers and contractors, and we fill a specific need, as they’re doing more to their brownstones and looking at them more as valuable pieces of property,” Kahn says.
After leasing the building, Solomon and Kahn set to work creating a plan for the best way to use the additional selling space. The pair interviewed staff, customers, contractors and residents of the neighborhood. They found that paint was what customers were looking for.
“We chose paint because there was no paint center in this area,” Kahn says. “Customers are looking for paint, and so are interior designers.”
A creative category like paint requires a creative selling space. Solomon’s space-planning expertise transformed the first floor of the brownstone into a hip paint studio, complete with exposed brick walls and natural lighting.
“The paint supply center has a very cool look to it—it really fits with an artsy up-and-coming neighborhood,” Kahn says. “And since it attaches to the lumberyard, we can easily cross-sell.”
Merchandising the paint and paint sundries products was crucial to the success of the expansion. Small tables allow customers to leisurely choose and compare colors, while inviting displays show the many color choices available. Future plans for the brownstone include a design studio on the second floor of the building.