Chic and cheerful as DUMBO reels 'em in.

In the seven years since Mr Chocolate himself, Jacques Tortes, opened the very first retail store in DUMBO, the waterfront neighborhood has gone from passe to popular, to say the very least.

Hailed for blazing a trail to the area Down Under the Manhattan Bridge Overpass, Tortes was the first in what has become a very long line of retailers to see the benefits of setting up shop in one of the city's brightest new lights.

He moved into a space offered by Two Trees Management, the developer credited with shaking the industrial cobwebs off the area to create a bustling new 24/7 community. Since Two Trees first converted a block of four industrial buildings into apartments in 1997, the area has become a magnet for developers with Boymelgreen, Kay, Guma and Cara Construction among the many responsible for building hundreds of new homes and offices that have in turn helped create a thriving retail center in its own right.

In those early days, Walentas offered cheap rents and big incentives to try to attract stores to the community. Back then, there were few enquiries, even a $10 psf. Today, some of the hippest retailers in the country are lining up to hitch a ride on the DUMBO rollercoaster and the eclectic group of stores and galleries has helped turn DUMBO into a destination. Today, Torres' neighbors include such establishments as Almondine Bakery, West Elm, Bubbys pie shop, Peas and Pickles Grocery and the stylish Zoe boutique. There are children's stores, bars, restaurants and galleries aplenty and, this week, four more new fashion and accessory companies joined the DUMBO throng.

Noted and GALASSIA New York Inc. have leased space at 55 Washington Street, with Lifepod and Kaapie Corp. taking space at 45 Main Street.

"We are thrilled to welcome these businesses to DUMBO," said Louise Ehrmann, director of leasing for Two Trees. "They will add a new element of design and perfectly complement the furniture designers, letterpress card designers, graphic designers, web designers, architects and other creative and design businesses currently working in this trendy neighborhood."

Noted, a company that designs and distributes merchandise for gift, museum and toy shops, has signed a three year lease for 1,072 s/f at 55 Washington Street. Noted sells "one-of-a-kind" merchandise and activities in catalogs, on websites and through independent shops. Two Trees Management represented themselves as did Noted.

Lifepod has signed a three-year lease for 1,448 s/f of space at 45 Main Street. Lifepod is a company also doing business as Lifepop that specializes in creating bags that play music, through CD's, iPods, satellite radios or MP3 players. All bags, including gym bags, messenger bags, beach bags and carriers, have built in speaker systems. Louise Ehrmann represented Two Trees Management and there was no broker for the tenant.

GALASSIA New York, a Japanese company that designs bags and clothing and sells beauty products, has leased 1,943 s/f of space for three years at 55 Washington Street. Two Trees represented themselves and there was no broker for the tenant.

A company that imports clothing for young men and women, Kaapie Corp, leased 800 s/f of space for one year and recently signed a two-year extension at 45 Main Street. Two Trees Management was represented by Louise Ehrmann and there was no broker representing the tenant.