ASTORIA — Popular Queens boutique SITE NYC is getting a new site — and a rebranding.
The quirky lifestyle and home accessories shop at 35-11 34th Ave., a go-to in the neighborhood for unique gifts and Astoria-themed merchandise, will close this summer and open under a new name at a storefront just a few blocks away.
"I've been here six years and I just decided I couldn’t deal with 400 square feet anymore — it's just too small," said owner Mackenzi Farquer.
The new location, at 32-15 33rd St., off Broadway, will be called Lockwood Shop and will be more than three times the size of the current store, Farquer said.
The extra space will allow her to expand her line of merchandise to include upholstered furniture, accent furniture, lamps, rugs, women's clothing and art, plus even more of the housewares, kids' clothes and other accessories she currently sells.
"I'll have a backroom, a basement and a pretty sizeable backyard, so I plan on doing lots of workshops, classes, and you can rent the space out for parties," she said.
Her plans include hosting art exhibits and inviting local artisans to lead classes on silk screening t-shirts or building terrariums.
Farquer said she decided to open the new shop with a fresh name because SITE was too generic, and brought up too many internet search returns when customers went looking for the website online.
"I just decided I need a name that’s solid and a good brand," she said.
The name Lockwood Shop was derived from Lockwood Street, the original name for 30th Street in Astoria.
"I really want the store to sort of pay homage to the neighborhood and everything I've learned from my customers, and my years of living here," she said. "I want to implement that with my new store."
Farquer, an interior designer by trade who also runs the blog We Heart Astoria, opened SITE six years ago after moving to neighborhood and noticing a void of retail options.
"I basically moved to Astoria and saw there was nowhere to shop," she said.
SITE has grown in popularity in the years since, known for its line of Queens and Astoria-themed items, like "I Heart Astoria" t-shirts and baby onesies and custom neighborhood maps. Farquer chooses her inventory carefully, with an emphasis on hand-crafted goods.
SITE will officially close its doors on July 31, and items will start going on sale June 10.
"I think I'll get nostalgic, for sure, especially as the store starts to empty out," Farquer said, but adds that she's excited to re-locate near bustling Broadway and that her loyal customers reacted positively to news of the move.
"Everyone has been 100 percent supportive," she said.
Lockwood Shop will have its grand opening in September.