NYC Alliance has locked in an 11-year lease for about 50,000 square feet at 1441 Broadway, the 34-story tower known as 10 Times Square in Midtown Manhattan. The apparel wholesaler is set to more than double its footprint, carving out extra room for showrooms, design, and operations. The company is expected to relocate in 2027 as it scales up its showroom presence in the city.
As reported by the New York Post, the deal stretches 11 years and covers roughly 50,000 square feet, with a Colliers team representing the landlord and Peter Braus of Lee & Associates representing NYC Alliance. The Post notes that the company currently occupies about 25,000 square feet at 1411 Broadway and will trade up to the larger space when it vacates that suite in 2027.
Owner and broker background
L.H. Charney Associates owns 1441 Broadway and has been pitching the building as a renovated, showroom friendly property as part of a broader leasing push, according to an L.H. Charney release. NYC Alliance, for now, lists its offices at 1411 Broadway on its website, underscoring that this is a short hop within the same Midtown corridor rather than a dramatic neighborhood shift; see NYC Alliance for the company’s listed contact information.
Rents and market signal
Current listings for suites at 1441 Broadway show asking rents in the mid to high 50s per square foot, which helps explain why a large, contiguous block for showroom and office use still carries weight in Times Square. A recent listing shows a partial suite with an asking rent near $58 per square foot, a marker for the building’s available space.
Tenant says expansion supports showroom growth
“The expansion positions NYC Alliance for continued growth while strengthening its design, showroom and operational presence in the historic fashion corridor,” Peter Braus said, according to the New York Post. The comment underlines why apparel and showroom operators still prize consolidated Midtown space near Times Square and the Garment District.
The deal is another signal that Midtown is still courting fashion and creative tenants even as the broader office market continues to rebalance. For NYC Alliance, the move reads as a bet on visibility and a central showroom address that keeps retailers and buyers circulating within the same tight cluster of blocks.
