The specialty gifts company has launched the second location of its new retail format – with more in the pipeline.
The retailer’s new Uncharted banner, which debuted in November 2024 at The Shops at Oak Brook Place in Oak Brook, Illinois, has opened a 10,782sq ft store at Green Cove Plaza in Greenvale, New York. Six additional Uncharted locations are slated to open in Illinois in 2025 as part of Paper Store’s $60M investment in new and existing stores over the next four years.
At 10,782sq ft, Uncharted features a constantly changing assortment of fashion, accessories, jewellery, beauty and more, as well as home décor and toy departments, with brands that include Stanley, Birkenstock, Free People and Kendra Scott. Additionally, the Greenvale location will provide unique in-store experiences, including ear piercing and regular pop-up events.
Compared to The Paper Store, Uncharted stores focus more on trending brands, in-store experiences and a lifestyle-first merchandising approach, according to a company spokesperson.
“Greenvale’s vibrant community made it the perfect choice for Uncharted’s East Coast debut,” stated Tom Anderson, President and CEO of The Paper Store. “The enthusiastic response from customers at our Illinois store has been a strong driver of our expansion.”
