NEW YORK CITY—Microsoft Corp. firstManhattan flagship store is coming to Fifth Avenue.

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The software company will be setting up shop at 677 Fifth Ave.in an effort to expand its retail presence and take more controlover its consumers' shopping experience, according to the WallStreet Journal. It is expected to open sometime in 2015.

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"As our first flagship store, it will serve as the centerpieceof our Microsoft Stores experience," says David Porter, corporateVP for Microsoft retail stores. "This is a goal we've had since dayone—we were only waiting for the right location. And now we haveit."

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The Fifth Avenue location, currently a Fendi shop, sits between53rd and 54th streets in a high-end shoppingcorridor and is several blocks south of an Apple flagship store.Upper Fifth Avenue, known as a high-end retail destination for bothtourists and locals, also boasts some of the city's highest retailrents, with an average asking rent of $2,749 a square foot as ofthe second quarter, according to Cushman & Wakefield.

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"It's an international location, and Microsoft is aninternational brand," says Chase Welles, EVP at SCG Retail, a realestate services company.

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Read the full story in the Wall Street Journal.

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Rayna Katz

Rayna Katz is a seasoned business journalist whose extensive experience includes coverage of the lodging sector, travel and the culinary space. She was most recently content director for a business-to-business publisher, overseeing four publications. While at Meeting News, a travel trade publication, she received a Best Reporting award for a story on meeting cancellations in New Orleans during Hurricane Katrina.