Rough Trade on its convention-defying move to Manhattan Director and co-owner Stephen Godfroy discusses Rough Trade’s decision to set up shop in New York’s Rockefeller Center and why, now more than ever, retail needs to invite shoppers into another world 03/06/2021 9:14 am After seven years in a cavernous warehouse space in Williamsburg, Rough Trade is relocating – and it’s to a surprising new spot. Despite being considered a bastion of counterculture, the store’s latest location is in the decidedly non-countercultural heart of Manhattan, at the Rockefeller Center. And Stephen Godfroy, the director and co-owner of the business, is well aware the move is unexpected.