Jeff Winick’s former brokerage charts retail-focused rebrand

Years after Jeff Winick was forced to sell his stake in his eponymous commercial brokerage, the firm is getting around to its rebrand.

Winick Realty Group is revamping as RTL, a name designed to reflect a focus on the retail industry, the Commercial Observer reported. Steven Baker, who has been with the brokerage for a quarter-century, is the firm’s chief executive officer.

“We want to be a progressive, entrepreneurial company that’s nimble and best in class in the boutique category,” Baker told the outlet.

Baker was already believed to be a 10 percent partner in the brokerage when he teamed up with colleagues Louis Eisinger and Lee Block to purchase a majority stake in the company in 2021. The insiders scored a 63 percent stake after being selected as stalking horse bidders, a proceeding ripe with controversy due to the alleged involvement of Winick’s daughter in the bid.

Block will be president of RTL, while Eisinger will be chief operating officer.

Once a top New York retail broker, Winick filed for personal bankruptcy in 2020, claiming he owed $9.7 million in back taxes and had $530,000 in assets. The IRS filed a lawsuit against him, alleging he was rearranging his assets to avoid paying debts.

Even without a majority stake, Winick remained an active dealmaker and has been listed as an exclusive agent on many of the brokerage’s listings. He is set to continue with RTL as an associate broker, creating an intriguing power dynamic at the firm he started in 1982.

RTL plans to be opportunistic moving forward, focusing its efforts on a clientele that includes food and beverage tenants, furniture and home design stores, clothing companies and more. It will also hunt for opportunities in the luxury retail market.

“I don’t think there’s any boutique firm out there that handles multiple asset classes really well, so that’s going to be our goal,” Baker added.

— Holden Walter-Warner