C. Wonder
| Company type | Private |
|---|---|
| Industry | Fashion retail |
| Founded | 2010 |
| Founder | J. Christopher Burch |
| Defunct | January 2015 |
| Fate | Filed for bankruptcy; assets acquired by Xcel Brands |
| Headquarters | New York City , United States |
Area served | United States, Middle East (planned expansions) |
Key people | J. Christopher Burch (Founder, former Chairman of Tory Burch), Andrea Hyde (President until March 2014), Amy Shecter (former President) |
| Products | Women's apparel, accessories, home decor, art books, picnic baskets, electronics, lifestyle items |
| Owner | Xcel Brands (after acquisition) |
Overview
C. Wonder was a United States-based fashion retailer established by J. Christopher Burch, who is known as the former spouse of Tory Burch. The brand offered merchandise resembling Tory Burch’s designs but at more affordable price points, which eventually resulted in legal conflicts between the two companies.
The product range of C. Wonder included women's apparel, accessories, and various home decor pieces such as pillows and tableware. Their inventory also extended to art books, picnic baskets, electronics, and additional lifestyle items. Due to its diverse offerings, The New Yorker described the company as a "World's Fair of retail."
Founded in 2011, C. Wonder continued operations until it declared bankruptcy and shuttered all its physical stores by January 2015. Subsequently, Xcel Brands purchased the company’s intellectual property, trademarks, and other assets. The brand name remains active through online sales and is available at retail outlets across the United States, including Walmart and Nordstrom.
History
C. Wonder was established in 2010 by J. Christopher Burch, a venture capitalist and the former husband of Tory Burch. In July 2011, signage for C. Wonder appeared on a storefront located on Spring Street in New York City, accompanied by a website outlining the brand’s concept and product offerings.
The brand debuted its 7,200-square-foot flagship store in Manhattan on October 22, 2011. This location featured innovative fitting rooms equipped with public touch screens that allowed customers to adjust lighting and music. Additionally, C. Wonder implemented mobile point-of-sale (mPOS) technology, enabling sales associates to complete transactions anywhere within the store using iPod touches.
Architectural Digest described the store as "the next generation of shopping," noting that an online platform was soon to be launched. The initial store was constructed in a vacant factory near Shanghai, China, before being shipped to New York for its grand opening. This marked the first U.S. retail store to be entirely manufactured in China. In September 2012, C. Wonder opened its second flagship location at the Time Warner Center, occupying over 8,000 square feet in a space formerly used by Borders.
Christopher Burch emphasized that C. Wonder aimed to challenge conventional retail models through its store designs. According to The New York Times, the company’s retail approach included seasonal pop-up shops in destinations like Southampton, New York, and Nantucket, Massachusetts, complementing their permanent outlets. The brand’s first California store launched in August 2012 at Fashion Island Mall in Newport Beach. By the end of 2012, C. Wonder had expanded with eight additional stores.
C. Wonder stores also engaged in community support by hosting charity events for local non-profit organizations. For example, in February 2012, the Paramus, New Jersey location held a private shopping event where 10% of proceeds benefited Gilda’s Club Northern New Jersey, a cancer support group.
In November 2013, C. Wonder entered into a licensing agreement with Al Tayer to open stores in the Middle East, including a location at Dubai’s Mall of the Emirates planned for early spring 2014. Vince Montemarano, senior vice president of international operations at C. Wonder, indicated that franchise opportunities were intended for regions such as the Middle East, Latin America, and Asia.
As of 2013, C. Wonder operated approximately 30 stores across the United States.
On November 21, 2014, reports emerged indicating that C. Wonder would substantially downsize its domestic retail footprint; although no formal statement was issued by the company, details about potential store closures became public shortly thereafter.
In January 2015, C. Wonder filed for bankruptcy protection.
Several months later, Xcel Brands acquired C. Wonder’s brand and assets and continued to market products under the name through both online platforms and traditional retail channels.
Controversies
The founder of C. Wonder became entangled in legal disputes with his former spouse concerning alleged resemblances between the C. Wonder and Tory Burch brands. During the period of litigation, J. Christopher Burch held the position of Chairman of the Board at Tory Burch. In October 2012, he initiated legal action against Tory Burch, accusing the company of obstructing his efforts to sell a portion of his shares and asserting that C. Wonder’s pricing strategy was significantly lower than Tory Burch’s, which hindered his ability to compete effectively with the brand. This lawsuit, along with all other outstanding legal matters between Burch and his ex-wife, was resolved by December 31, 2012.
People
Andrea Hyde served as president of C. Wonder until March 2014. Prior to Hyde’s tenure, Amy Shecter held the role of company president.
J. Christopher Burch embarked on his fashion career in 1976 by founding Eagle’s Eye, a company that eventually expanded to operate retail outlets nationwide. Additionally, Burch co-founded the Tory Burch fashion label and launched other ventures such as Jawbone cellular phone accessories and Powermat Technologies.
Recognition
In 2012, C. Wonder received the Accessories Council Excellence Award for Specialty Retailer of the Year.
References
Additional resources
- Pressler, Jessica (February 12, 2012). "His. Hers". New York.