Fortunoff Backyard Store Opens on Route 10

The paint has barely dried, but Fortunoff Backyard Store is open in Livingston, stocked with outdoor furniture, a sure sign that spring is truly just around the corner.

The Livingston patio store has opened on Route 10 in the shopping center that was home to Barnes & Noble.

“Despite tough economic times, that location is a great location and will be for the next 20 years,” said CEO Bernie Sensale, a former Fortunoff executive who with partner Marty Merkur is re-establishing the Fortunoff company and rehiring their old staff.

They’ve opened 10 stores in the past year, Livingston and Springfield the newest additions in New Jersey.

Nearly all the stores have opened in former Fortunoff buildings or right near by. Livingston is the exception, Sensale said, who believes the entering this new market is a natural fit with the Fortunoff brand.

Fortunoff liquidated all of its stores in early 2009, after filing for bankruptcy for the second time in two years. Sensale and Merkur partnered to revive the outdoor furniture stores. Isidore Mayrock, a member of the Fortunoff founding family, and David Barish, president of The Chair King, a Houston-based chain of 18 stores, signed on as investors.

Sensale said the company has been able to rehire about 115 former Fortunoff employees for the new venture.

Fortunoff was founded in 1922 by Max and Clara Fortunoff, who sold a range of goods from eight shops under the elevated subway tracks in Brooklyn. The Fortunoff brand is an icon of the retail industry, and Sensale said he’s been appreciative of the feedback he receives when visiting the new stores.

"I can't tell you how many people have come up to me and said, 'I'm really glad you're back. I don't want to buy anything right now, but I just came in to tell you how glad I am to see your store open again.' That tells me we must be doing something right," he said.

Fortunoff  has signed a long-term lease for 16,000 square feet at the Livingston store. Several variances have been approved by the township to allow for signage and changes to the façade that will be made in about four weeks, Sensale said.

While open, workers are still completing the finishing touches. On a recent visit, painters were working on the trim. Inside are about 75 sets of outdoor furuniture, a selection of grills, and other accessories.

“The idea is that there’s something that fits your style, fits your backyard and fits your budget,” Sensale said. The grand opening sale is going on now until March 6.