De La Concha Becoming New Davidoff Store

Davidoff will announce later this week that De La Concha, a five-decade fixture of Manhattan's 6th Avenue/Avenue of the Americas and the New York City smoking community, will be rebranded as Davidoff 6th Avenue.

The store will undergo an extensive remodeling and renovation as part of this rebranding to reflect the Davidoff brand's new global store concept, according to Davidoff director of marketing Richard Krutick. Though the dates aren't finalized, the company is expecting to close the shop in the summer and reopen as the new Davidoff in the fall.

"We are very excited to add a new Davidoff flagship store to such a vibrant part of New York City," said Jim Young, president of Davidoff of Geneva North America. "And particularly now that we have developed our new and inviting retail concept that includes a luxurious lounge to enjoy cigars, a state-of-the-art humidor to make your cigar selection, and a retail space where our shoppers can browse and select from the finest accessories available worldwide."

Davidoff 6th Avenue rendering.

This change will bring Davidoff's New York store count back to two; in March, the company closed its smaller Davidoff store located on Columbus Circle in anticipation of this rebranding. That location, which sat in the Time Warner Center shops, will not be reopened. Former Davidoff Columbus manager Kevin Threat has moved to De La Concha to take the helm of that store, and he will be overseeing the new Davidoff 6th Avenue.

De La Concha, which has been around for half a century, was purchased by Davidoff from the Melendi family in December 2006.