The 18th-floor penthouse unit at the Sherry Netherland on Fifth Avenue, a listing in the hands of superbroker Dolly Lenz before she departed Douglas Elliman in June, is changing brokers again.
Lisa Simonsen, the Elliman broker behind the $48 million sale of a Plaza Hotel condominium in 2011 – the priciest apartment trade in New York City history at the time – no longer holds the 781 Fifth Avenue listing, Elliman broker Oren Alexander confirmed. Alexander, who also holds the $5 million listing for No. 501 at the Sherry Netherland, will now be co-listing the property with Brown Harris Stevens broker Kathy Sloane, who initially shared listing with Lenz and continued to share after it switched to Simonsen.
The Alexander team, which includes Oren Alexander, his brother Tal Alexander and 10 others based in both New York and Miami, hopes to go live with the listing by Monday, Oren Alexander told The Real Deal.
“This is not just a change of broker, but a change in the whole marketing strategy,” Alexander said. “This property is right up our alley, we have been really focusing our team on selling trophy properties.”
The listing, which was reduced to $88 million from $95 million in December, will now ask $95 million, Alexander said. “I was not involved in reducing the price, but my understanding was that it was a mistake,” he said.
Sloane, a senior vice president and managing director at Brown Harris Stevens who sold Courtney Sale Ross’ duplex co-op at 740 Park Avenue for $52.5 million in 2012, did not immediately respond to request for comment. A spokesperson for Brown Harris Stevens confirmed that the listing remains a co-exclusive. Simonsen also did not immediately respond to request for comment.
Liberty Travel founder Gilbert Haroche owns the 18th-floor, prewar co-op, which boasts seven bedrooms, eight bathrooms and a master bedroom suite overlooking Central Park. Purchased as numerous smaller apartments pieced together over the years, the property now spans 9,000 square feet inside and includes a 2,000 square feet of outdoor terraces, as previously reported. His past neighbor, Judge Judith Sheindlin — better known as television’s “Judge Judy” — sold her 10th and 11th-floor unit in the building in June for $8.5 million.