Million Goods Expands Brooklyn Concept with Fort Greene Flagship

Million Goods has opened its second location in Fort Greene, Brooklyn, expanding its original Greenpoint concept into a 2,100-square-foot landmarked space. Founders Drew Kaufmann and Matt Reyer launched the new flagship at 201 DeKalb Avenue, replicating their signature blend of fashion, wine, and sound on a larger scale.

The store is split into three distinct areas of about 700 square feet each. A bar and listening room occupy the lower level, a retail floor sits upstairs, and a garden fills the rear. The original Greenpoint store continues to operate at 88 Franklin Street. The Fort Greene location is open Tuesday through Sunday, with hours extending until midnight on weekends.

Design and atmosphere reflect a curated sensory experience

The store’s interior blends natural materials, custom lighting, and sound systems to create a multisensory environment rooted in craft and calm. The original spiral staircase connecting the two floors is wrapped in red metalwork, painted bright red by architect Gjergji Shkurti. Interior details include pecan finished woodwork, honed stone surfaces, limewash paint, and custom aluminum retail fixtures.

Lighting features Louis Poulsen PH 5 pendants and AJ Eklipta wall lamps. Sound comes from Bridge Street Sound designed slim-profile speakers and Million Goods-developed dual-sided speakers. Both speaker systems were tuned by Mo Yasin, an Ojas collaborator and sound designer. The garden incorporates existing trees into built-in seating with a layout referencing Brazilian Brutalism and Japanese garden design.

Kaufmann said the store is designed for people to slow down and spend time. Reyer said the space is designed to ask questions.

Retail floor highlights independent menswear with personal curation

The upstairs retail space features a carefully selected range of niche menswear brands, chosen directly by the founders to reflect their vision of unfussy, cool clothing. Kaufmann and Reyer selected pieces directly with each brand for the retail floor.

The store offers merchandise from a roster of independent labels.

Kaufmann said they look for clothes that are clean and easy to wear with some edge or coolness. He uses the word 'unfussy' to describe their ideal clothing.

Wine, music, and garden extend the hospitality offering

Downstairs, a natural wine-focused bar and listening room lead to a garden seating area that blends Brazilian Brutalism and Japanese design principles. The downstairs natural wine list centers on France and offers a broader by-the-glass selection than the Greenpoint location.

Founders position the store as an antidote to digital retail

Kaufmann and Reyer see Million Goods as a response to the dominance of e-commerce, emphasizing the irreplaceable value of physical, hospitality-driven retail. The first Million Goods store opened in Greenpoint in 2024. That 600-square-foot space offered a wine bar, music, and under-the-radar men’s brands. The reaction to it was strong enough to prompt this second location.

Kaufmann’s background includes Maison Kitsune and Bird Brooklyn. He started brainstorming about blending fashion and hospitality before the pandemic. He said e-commerce companies were taking a bigger bite of business while independent stores struggled. He preferred curated, off-the-beaten-path independents. Kaufmann said online retailers cannot offer the same experience as a physical store. Hospitality is a competitive advantage tech companies can’t replicate.

He saw listening bars become popular in Japan and identified a trend toward natural wines. He decided to combine listening bars, natural wines, and fashion. The original Greenpoint store continues to operate at 88 Franklin Street.