Soho is officially over

Ira Barouch, Rocks in Your Head’s owner, will close the store on Wednesday, and plans to relocate to 133 Roebling St. in Williamsburg.

“I’ve been losing money for the last few years, and the rents being what they are, business hasn’t been good,” Barouch said on Monday. “The name of retail is location, location, and when the location’s not any good, that’s why we’re moving.

“I’ve been complaining about Soho for 20 years,” he said. “This used to be an interesting neighborhood. When I first opened, I could stand on the street and at least half the people walking by were potential customers and interested in music. Now, it’s much less. Hopefully, Williamsburg’s a cooler neighborhood.”

The store’s rent is currently $5,000 a month, up from $300 a month in 1978.

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