Uncharted, a new apparel, accessory and beauty products retail brand owned by The Paper Store, a family-run chain of specialty gift stores, has opened its first Long Island location in Greenvale as part of a larger $60-million investment strategy to grow the nascent store brand.

The new storefront, located at 90 Northern Blvd., replaces a Lester’s Clothing store that relocated in 2023, and will be Uncharted’s first East Coast store, the retailer’s parent company TPS Group Holdings said in a news release Tuesday. The Greenvale store will host a grand opening event on March 29 and March 30. 

The “sister brand” to The Paper Store opened its first location in Oak Brook, Illinois, in November, but has already become the highest performing store in TPS Group’s portfolio of brands, the privately-owned company said.

"Greenvale's vibrant community made it the perfect choice for Uncharted's East Coast debut," Tom Anderson, president and CEO of the Paper Store said in a statement Tuesday. “We're confident Long Island shoppers will take to this sister brand and its impressive lineup of best-selling products."

The 10,782-square-foot store will employ more than 30 workers and will feature brands such as Birkenstock, Free People, Kendra Scott, Owala and Stanley drink wear, as well as a changing collection of home decor, beauty products and children’s toys, the company said.

TPS Holdings’ plans to open six more Uncharted locations throughout Illinois this year, the company said.