UPDATED - GUS* New York

Please go to our new link for Gus* Design Group

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Mostly masculine, tightly constructed, a top performer in Canada, and coming out in Chelsea.

No, not Brian Boitano� but Gus* the Toronto- based furniture company, making a first-name-only name for itself in the States, after years of working through US distributors from its Canadian base camp. This is the first Gus* location in the US, though they just opened an outpost in furniture mecca High Point, North Carolina...

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This carefully-edited collection is not as flashy as its typical ICFF neighbors, but the pieces are solid, perfectly scaled for NY apartment living, and with cool, clean designs that will keep it all looking fairly timeless for years to come.

Lots of handsome staples to finish off a room, with a streamlined but earthy modernism, most created under the eye of David Podsiadlo, their in-house industrial designer.

Sofas run $1895-2895 and turn-around on custom pieces squarely beats industry average, closer to 3 to 4 weeks than the typical 8 to 12� with some pieces from their �Essentials Collection� ready to ship in 7 to 10 days. They also sell a fresh alternative to the ubiquitous Eames chair, their �Thompson� chair, priced at a decidely non-Eames $245.

They also carry non-Gus* pieces� lamps and chairs from Kartell, Area bedding, as well as Zack stainless accessories, and the work of artist Richard Des Jardins, with more art to follow.

Recent NYC-import himself, Dan Bowman of South Beach Style, and showroom manager Michael Hernandez (who played charming bartender at the recent AT party) can give you all the low-down on this welcome addition to the expanding �Furniture Alley� on 18th street.

And here�s the best part� through May 15 AT readers can get 10% off any upholstery order. Just mention Apartment Therapy when ordering.

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Maxwell left teaching in 2001 to start Apartment Therapy as a design business helping people to make their homes more beautiful, organized AND healthy. The website started up in 2004 with the help of his brother, Oliver.