Marshalls Debuts Beside Katz's Deli In Lower East Side

LOWER EAST SIDE, NY — Chain department store Marshalls opened its doors on East Houston Street beside Lower East Side icon Katz's Deli Thursday.

The brand opened a 21,000-square-foot outpost at the base of a gleaming new luxury condo building that towers over the 130-year-old eatery. It exemplifies the neighborhood's decades-old struggle with preserving its celebrated grit and neighborhood character, some longtime residents say.

"It's weird seeing this shiny, big box store next to Katz's — I mean, if this isn't a perfect example of gentrification I don't know what is," said Joseph Herrera, 49, who has lived on Clinton Street since 1996 and owns a hardware store in Brooklyn.

"We've lost so many restaurants, clubs, theaters that gave the neighborhood soul. Then they're just replaced by chains or turned into hotels. It's unrelenting."

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Marshalls opened to a packed house of locals flooding the store's three floors — two of which are below street level. Shoppers perused the store's signature mix of clothing and housing goods. Employees handed out free branded tote bags, water bottles and sugar cookies with phrases such as, "Marshalls Your surprise is waiting" and "Surprises are so refreshing."

Several shoppers were excited to have the one-stop shop in their backyard, even if it was another sign of the neighborhood's evolution.

"Honestly, I'm really happy to have a Marshalls here," said Rachel Williams, 35, whose lived in the area for the last six years and was looking for a few sweaters for the fall. "It's convenient. I feel a little guilty coming here, but not enough to not shop here."

In July, Target provoked city-wide ire when it opened an East Village outpost at E. 14th Street and Avenue A with a mock CBGB awning, print outs of tenement buildings and fake mom-and-pop storefronts. Many saw the opening day pop-up as a crude appropriation of the neighborhood's culture to hawk its products.

Marshalls opened with simple decorations of blue and white balloons surrounding the store's entrance.

Marshalls at 197 E. Houston St. is open Monday through Saturday from 9:30 a.m. to 9:30 p.m. and Sundays from 11 a.m. to 8 p.m.

Photos courtesy of Caroline Spivack/Patch