As a partner of the NY Waterway's East River Ferry, Peachfrog gives travelers from across the five boroughs a compelling reason to trek out to North Williamsburg by boat. The overstock boutique fits in well with its up-and-coming surroundings, outfitting guests with the dresses, hats, and handbags necessary to stand out among the hip crowd that frequents the nearby wine bars, brew pubs, and underground cinemas.
These chic apparel items—along with the store’s housewares and accessories—arrive directly from boutique retailers. Peachfrog does its part to ensure that they move along quickly, marking them at up to 90% off their original prices and continually seeking out new items to take their place. "They're finds, they're treasures, they're gone," cofounder Howard Blumberg notes. He specializes in tracking down unique items, kindly passing on pieces that one could easily find in a chain or department store.
Blumberg founded the shop with business partner and sculptor Bill Norton, a pioneer of the area's arts community who formerly served as the director of installations at MoMA PS1. Under Norton's artistic hand, Peachfrog transformed from the hull of an old egg-roll factory into an industrial-chic boutique. Today, men's clothing items dwell in what was once a large freezer, and the factory kitchen’s original range hoods extract heat from sundresses entering their supernova stage in the dressing rooms. In 2009, the New York Times gave Peachfrog an approving nod, citing the store's expansive inventory as well as its close proximity to other charming shops and street vendors.