SECURITIES AND EXCHANGE COMMISSION
                     Washington, D.C. 20549
                       ___________________
                                
                           FORM 12b-25

 NOTIFICATION OF LATE FILING                SEC FILE NUMBER
                                                0-17805

         (Check One):                         CUSIP NUMBER
                                               648290302

[ ]  Form 10-K and Form 10-KSB   [ ]  Form 20-F   [ ]  Form 11-K
            [x] Form 10-Q and Form 10-QSB   [ ] Form N-SAR

               For Period Ended June 30, 1997

          [  ]  Transition Report on Form 10-K
          [  ]  Transition Report on Form 20-F
          [  ]  Transition Report on Form 11-K
          [  ]  Transition Report on Form 10-Q
          [  ]  Transition Report on Form N-SAR

               For the Transition Period Ended _____________



     If the  notification relates  to a  portion  of  the  filing
checked above,  identify the  Item(s) to  which the  notification
relates:_______________________



Part I - Registrant Information
  Full Name of Registrant                 New Retail Concepts, Inc.
  Former Name if Applicable
  Address of Principal Executive Office    2975 Westchester Avenue
                                          Purchase, New York  10577



Part II - Rules 12b-25(b) and (c)
The subject report could not be filed without unreasonable effort
or expense  and the registrant seeks relief pursuant to Rule 12b-
25(b)
     (a)   The reasons described in reasonable detail in Part III
of this  form could not be eliminated without unreasonable effort
or expense;
     (b)   The subject  quarterly  report  on Form 10-Q or 10-QSB
will be filed on or  before the  fifth calendar day following the
prescribed due date; and
     (c)  The accountant's statement or other exhibit required by
Rule 12b-25(c) has been attached if applicable.



Part III - Narrative
Material financial  information necessary  for the subject report
was not available in time to complete the report and  prepare the
EDGAR submission before the filing deadline.



Part IV - Other Information
    (1)  Name and telephone number of person to contact in regard
to this notification
               Gary Klein        (914) 694-8888
    (2)   Have all  other periodic reports required under section
13 or  15(d) of the Securities Exchange Act of 1934 or section 30
of the  Investment Company  Act of  1940 during  the preceding 12
months or for such shorter period that registrant was required to
file such  report(s) been  filed?   If the answer is no, identify
report(s).  Yes   x     No      
    (3)  Is it anticipated that any significant change in results
of operations  from the  corresponding period for the last fiscal
year will  be reflected by the earnings statements to be included
in the subject report or portion thereof?  Yes         No   x  
    If so:  attach an explanation of the anticipated change, both
narratively and  quantitatively, and,  if appropriate,  state the
reasons why a reasonable estimate of the results cannot be made.




                    NEW RETAIL CONCEPTS, INC.

has caused  this notification  to be  signed on its behalf by the
undersigned thereunto duly authorized.


Dated:  August 14, 1997         by /s/ Neil Cole        
                                Neil Cole, President