Pure Detroit, an independent city retailer, this month is opening a new location in Detroit’s Midtown district. It will be the company’s fifth store.
The new 1,200-square-foot shop, to be located in the recently renovated Strathmore Apartments building at 70 W. Alexandrine St. (just west of Woodward Avenue), will offer Pure Detroit branded apparel along with a home lighting line by Leadhead Glass, a special edition of Spirit of Detroit seatbelt handbags, seatbelt belts, books, art, home goods, hometown gifts, and more.
“We are really looking forward to being part of a growing, walkable neighborhood like Midtown,” says Kevin Borsay, co-owner of Pure Detroit. The new store is just steps from the upcoming Woodward light rail line. We know our customers and staff will love this.”
The store renovation, which Borsay oversaw, included the addition of modern interior features, reclaimed Detroit lumber counters and fixtures created by Detroit-based furniture company Workshop, a Vernors gnome porcelain enamel sign from the former Vernors bottling plant, interior murals by artist Will Bevan, and marquee letters from the former Adams Theater. The space also features original terrazzo floors.
The new shop will be open for a sneak preview on Dec. 3 during Noel Night, and a soft opening will be held throughout the next week as the staff works on the space.
Starting Dec. 10, the store will be open seven days a week from 9 a.m. to 9 p.m.
Since opening in 1998, Pure Detroit has grown its retail presence to brick-and-mortar shops in the Fisher Building, Guardian Building, GM RenCen, Belle Isle Aquarium Island Outpost, and soon the Strathmore, which reopened this summer after a $28 million renovation. The converted building now offers 129 modern residential apartments, a ground floor restaurant space, and adjacent retail space.
For more information, visit shop.puredetroit.com.