Rejuvenation was founded to help customers restoring old houses, but most today spurn interiors that reference a single period or style. “We decided to help people live eclectically,” explains Alex Bellos, a West Elm veteran who is now senior vice president and general manager. “Designers are looking for unique pieces with a story behind them, and we have things they can build a room around.”
Rejuvenation offers architectural salvage and manufactures contemporary furnishings at its Oregon factory. After Williams Sonoma acquired the brand six years ago, it went from three retail locations to eight. Rejuvenation’s new Manhattan outpost was a no-brainer since New York is already the company’s largest catalog market—and this particular storefront was simply too good to pass up. It opens off a gilded arcade in a notable high-rise just “blocks from the Flatiron building, and we’re huge architecture nerds,” Bellos admits.