New York retail consultancy Brand Urban is increasing its headcount. The company, founded by Taryn Brandes, has recruited a team of six professionals from Alvarez & Marsal Property Solutions to expand its service portfolio and reach. The new hires include Matthew Krell, Daniel Bodner, and Lucas Kooyman, along with three other individuals, as announced by both firms.
Matthew Krell will join Brand Urban as Principal, while Daniel Bodner and Lucas Kooyman will take on the positions of Executive Vice President and Vice President, respectively. The three other new employees from Alvarez & Marsal are Max Swerdloff, Rikard Cederberg, and Isabel Krajovan. The recruitment of this team also brings with it a number of notable clients.
Clients that the Alvarez & Marsal team brings with them include real estate companies such as Asana Partners, Nuveen Real Estate, and Kushner Companies. In addition, they serve retailers such as Patagonia, Lush, Ghirardelli, and Barcelona Wine Bar. This expansion underscores Brand Urban's strategy to consolidate its market position and broaden its client portfolio.
Taryn Brandes commented on the team expansion: "At Brand Urban, we have always been very deliberate in our team development – some might call it slow, I call it thoughtful. We have carefully considered the leadership positions, the individual personalities within the company, and our partners. The addition of Matt and his team serves to strengthen our leadership, particularly through his experience in the operational and management aspects of brokerage." Brandes has developed the company from a New York brokerage into a national entity that assists retailers with their nationwide expansion.
Clients that Brand Urban has advised include the delivery-focused restaurant Goop Kitchen, the café chain Maman, and the supermarket chain Trader Joe’s. Matthew Krell added: "Instinct is still important in this business, but our clients expect recommendations based on sound market intelligence. Brand Urban has continuously expanded its service offerings and invested in data and research capabilities. The additional services in place-making and growth consultancy were particularly attractive to our team. This allows us to advise our clients with conviction, not just opinions."
Brand Urban is currently focusing particularly on the NoMad and Flatiron District neighbourhoods in Manhattan. There, the company advises Nuveen at 10 Madison Square West, located north of Eataly. Taryn Brandes sees this area as exemplary for the connection between residential and working culture across New York City's five boroughs. Alvarez & Marsal did not immediately respond to a request for comment.
