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NEW YORK CITY–Don’t expect PBS Realty Advisors LLC to be anything other than the highly creative boutique real estate company it currently is now that PBS has named well-known commercial real estate veteran Robert Emden as a principal.

Emden, whose expertise in Manhattan’s Plaza District is legendary, joined forces with PBS in a move that makes the innovative PBS even more of a powerhouse in the competitive New York real estate market. But for Emden, and John Brod, principal and founding partner with the firm, even as things change, the firm’s philosophy remain the same.

“I can tell you, our plans are not to be a big firm but to be the best boutique in the area,” Brod tells GSR. “We’ve positioned ourselves differently than the bigger guys. Our philosophy is principal to principal. To us, that is very important.”

So important, in fact, that Emden is committed to making the Park Avenue firm the best boutique in the business. “I think we’ll be very strategic in our growth,” Emden tells GSR. “This isn’t a numbers game. It’s a strategy game and our strategy is to build in areas where we don’t have the coverage.”

Emden already has a leg up in that arena. With more than 35 years of commercial real estate experience, he has negotiated more than $3 billion in lease obligations for major corporations including General Motors and Estee Lauder as well as investment banks and private equity firms such as Ripplewood Holdings, Reservoir Capital, and Kohlberg Kravis Roberts. In his new role, Emden will leverage his knowledge and client base to enhance PBS’ presence in Manhattan’s high-end Plaza District and throughout the nation.

The firm already has represented a host of big name clients, including Bloomberg, Abercrombie & Fitch, Bear Stearns, Giorgio Armani, Liz Claiborne, and Donna Karan International. Emden, with his long list of contacts in the Manhattan market and elsewhere, can only add to the company’s status.

But Emden, who last served as vice chairman of USI Real Estate Advisors LLC where he was in charge of tenant services in New York, says the firm’s success isn’t just hinging on his contacts and reputation.

“It’s a very complimentary force here,” he notes. For PBS, that force may soon have an even bigger influence on New York’s real estate market.

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