What's The Deal With Modernica?

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Everyone now knows that Modernica NYC is now closed. After many years, this great LA based manufacturer and retailer has retreated out of the NY area, but the question remains: WHY?

We just stopped in during lunch and asked the guy in charge brushed us off for the second time with an evasive "We're just closing," non-answer (we first asked over the phone). Then we called the LA showroom and they put us on hold...

But we LIKE Modernica. How come they don't like us?

There HAS to be a good business in selling their unique furniture in NYC, so how come they can't do it. Inquiring minds want to know, and since we can't get an answer directly, we thought we'd put this out there?

Can anyone crack this case?

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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.