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Fillmore Street: Retail Mecca

The new boutique ADAY has just opened at 2011 Fillmore Street. 

FILLMORE BEAT | CHRIS BARNETT

Despite the fierce turnover among well-heeled retailers, is Fillmore Street still Mecca for merchants? Jon Levy, an exec with Leap — a New York-based firm that creates and launches traditional retail stores for web-based digital brands — is convinced of it. He just snapped up a second storefront on the street for a client and is gunning for a third — all in the same block.

Leap just soft-opened the women’s fashion shop ADAY at 2011 Fillmore, after the cosmetic emporium MAC vanished suddenly last month. A few months earlier, Leap opened Koio, a hip sneaker company, a few doors north at 2029 Fillmore in what was previously the Lilith women’s boutique. Now Leap has its sights on the space nearby at 2033 Fillmore being vacated by Modcloth, the Walmart-owned apparel startup that flopped as a brick-and-mortar venture but lives on online. 

Leap is neither an angel investor nor a venture capitalist. Its gig: Match online retail concepts with hot locations nationwide and get them off the brick and mortar launching pad. And even with the high casualty rates on Fillmore among solidly financed, often globally owned retailers, Levy feels the street has an irresistible appeal to tech-smart, savvy-spending millennials who aren’t afraid to disrupt rules and flout traditions.

Levy maintains that ADAY is aimed at the “fashion forward yet practical” woman who looks for simplicity and versatility in her wardrobe. “This is comfortable yet technical apparel — think high-end fabrics made of recycled materials,” he says. The premise is that customers can wear the same outfit to work, a party, a job interview and a club. “These buyers are found in cities like San Francisco, L.A. and New York,” he adds. “The place to be for retailers targeting those buyers is on Fillmore. Just look at Noosh. Filled. That’s our market.”

Levy, who kicks off all his new store grand openings with a music, food and drink party and invites the neighborhood — none of those “friends and family” insider-only private bashes — is doing the same with ADAY. A do-good shopping incentive: 10 percent of all proceeds will be donated to the California Fire Foundation to aid in wildfire relief.