“One Shubert Alley,” a Main Stem merchandise store, will expand into a second location. Dubbed “One Shubert Alley – Broadway,” the store will be located adjacent to the Winter Garden Theatre on Broadway between West 50th and West 51st Streets in Manhattan. The Araca Group, the organization that won a 2024 Best Musical Tony Award for producing “The Outsiders,” will operate the shop, whose grand opening is set for March 12 at 10 a.m.
“One Shubert Alley – Broadway” will expand upon the offerings of its original storefront (located in Shubert Alley between the Shubert and Booth theaters), with exclusive show-specific T-shirts, hoodies, hats, mugs, magnets and pins, as well as “One Shubert Alley”-branded merchandise, for sale. Current and upcoming shows represented at the store include
“Boop! The Musical,” “Dead Outlaw,” “Death Becomes Her,” “Glengarry Glen Ross,” “Good Night, and Good Luck,” “Gypsy,” “Operation Mincemeat,” “Othello” and “Purpose,” as well as various longrunners, like “Hadestown” and “Wicked.”
“‘One Shubert Alley’ has represented the best of Broadway for over 50 years,” said Araca Group CEO Michael Rego in a statement. “We are thrilled to add this iconic storefront ‘uptown’ and hope our audiences will find our new location an exciting place to shop for all things Broadway. And as a special thank-you, we will be offering free historic Broadway ‘collectibles’ to our first 100 customers.”
This is welcome for theater fans, as very few brick-and-mortars remain that sell exclusively Broadway merchandise. Beyond “One Shubert Alley,” another theater district institution, “Theatre Circle,” located on West 44th Street next to the St. James Theatre, has sold Rialto-themed wares for decades.
