Pixie Market Is Now Frankie, A Non-Twee Concept Store

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We knew this day was coming. Beloved LES boutique Pixie Market has shed its twee image and transformed into Frankie, a store for "the Pixie Market girl's older sister," according to co-founder Gaelle Drevet.

Like many new concept shops, the store, which re-opened today, is based off of an ideal, imaginary customer (that'd be Frankie). "Where some girls dress for their friends, others dress for men. The Frankie girl dresses for herself, and is the best-dressed girl in the room," the press release reads. "Frankie doesn't wear a cocktail dress to a party; she wears a tux black jumpsuit or a mock neck chunky sweater with a black sequin pencil skirt."

New brands include affordable Brit labels Glamourous and Alice Lavish, as well as the Swedish brand Rodebjer and Riesling, from South Korea.

Those who mourn for 100 Stanton's former bounty of uber-cheap, ultra girly merchandise, take note: All of the brand's signature clothing will still be available on their popular e-commerce site, as staff says the store's transformation was centered around fitting in with the sportier, cool-girl vibe of the neighborhood. "We just wanted a more New York-centric store," Drevet told Racked in an email, "and more uniforms that really focus on New York girls."

· Pixie Market Will Reopen as a Concept Store [Racked NY]