Legacy Retail Firm Winick Rebrands as RTL, Eyes Aggressive Expansion Across NYC Market

Key Points:

• Rebrand Alert: Winick Realty Group is now RTL, signaling a broader market approach.

• New Leadership: Steven E. Baker named CEO, Lee Block as President, with a strengthened executive team.

• Beyond Retail: RTL expands into off-market investment sales, targeting all asset classes across NYC and beyond.

A historic player in New York City’s real estate scene is entering a bold new era. Winick Realty Group, the retail powerhouse founded in 1982, has officially rebranded as RTL and announced a fresh executive leadership lineup. 🧐 In this blog, we'll break down what the rebrand means, who’s leading the charge, and how RTL plans to evolve in a competitive market.

Why the Rebrand Now?

• RTL stands for a new phase: expanding beyond traditional retail leasing into broader investment sales.

• The move reflects changing retail dynamics and the need for more diversified CRE strategies in NYC.

New Leadership, New Vision

• Steven E. Baker steps up as Chief Executive Officer, bringing decades of leasing and advisory experience.

• Lee Block takes over as President, focused on energizing the next generation of brokers.

• A slate of team members was promoted to Executive VP and Partner roles, reinforcing internal growth and stability.

Expansion into Investment Sales

• Off-market deal sourcing will be a major focus, helping clients acquire and sell across multiple asset classes, not just retail.

• RTL plans to extend its footprint nationally while maintaining a stronghold in the New York metro market.

Jeff Winick’s New Role

• Founder Jeff Winick isn’t stepping away—instead, he is transitioning into a broker and mentor role under "The Winick Team" within RTL.

• His industry expertise remains a core pillar as RTL modernizes.

Conclusion:

RTL's rebrand is more than just a name change — it's a strategic pivot to adapt to the evolving needs of the CRE market, blending its storied retail legacy with a future-focused, diversified services platform. 📈 Smart investors and landlords will want to watch how RTL's expanded services could unlock new deal opportunities in an increasingly competitive landscape.

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