In partnership with
mornin’ merry makers 🍑🧶🧴🧥🧦
last week, we kicked off our new store series & y’all love it!
so we’re keeping the momentum going. because the more you watch where brands open, the more you start to see retail strategy in real time.
especially a few of today’s brands that are rapidly opening…
today, we’re heading from new york to north carolina, up to the minnesota, down to dallas, west to phoenix, and hopping over to boca raton.
grab your retail passport let’s go see who’s opening and why it matters.
in today’s letter, you'll learn:
→ a wrinkle studio smoothing its way into charlotte
→ a build your own beanie brand in bloomington
→ a french face care brand debut in dallas
→ a canadian cult classic landing in the desert
→ even more stores from a shapewear brand i’m watching closely
→ a sock brand testing the mall waters
peachy
what: the beloved nyc based wrinkle prevention studio expanding to nc
when: october 29
where: south end, charlotte, nc
neighbors: sycamore brewing, nightswim coffee, & jetset pilates
why it matters:
1st location in state of nc & city of charlotte, the 5th market after nyc, dc, chicago, and austin.
charlotte signals that the brand’s accessible luxury meets clinical credibility model is traveling and translating well across regions and city size.
this marks studio #14 with #15 coming soon to another new city, atlanta 👀
lym
what: the minneapolis-born brand of buy one, give one beanies for kids battling cancer
when: october 24
where: bloomington, mn
neighbors: ll bean, spirit halloween, & kate spade ny
why it matters:
their only retail store & they went straight to the biggest mall in america!
the byob (build your own beanie) experience brings personalization and purpose together for feel good holiday gifting
brand started as a college project then sold to win brands group, but was recently bought back by one of the original partners with a rebrand from love your melon to lym.
sisley-paris
what: the french family-owned luxury beauty house known for botanical ingredients & winning over 500 awards since 2020
when: october 20
where: northpark center, dallas, tx
neighbors: cole haan, nordstrom, & apple
why it matters:
5th freestanidng location to open in the us after nyc, las vegas, miami, & palm beach. looks like some offer full-service facial and spa experiences.
marks a deeper shift of sisley is moving beyond selective wholesale distribution and stepping up direct-to-consumer retail in luxury markets
according to their president, 3 more stores coming in the next few months! clearly getting ready for holiday shopping season.
aritzia
what: the cult-favorite canadian fashion brand beloved for effortless tailoring and minimalist cool
when: october 23
where: kierland commons, scottsdale, az
neighbors: travismathew, chico’s, & avocado matttresses
why it matters:
first arizona boutique marks a milestone in aritzia’s u.s. expansion
a signal of the brand’s broader success in both cold & hot markets
looks like scottsdale fashion square is coming soon too 👀
skims x 2
what: kim k's shapewear empire that i wrote about in depth in june (read it).
when: october
where #1: northpark center in dallas, texas
neighbors in northpark: aritzia, levi’s, athleta, & victoria’s secret 👀
where #2: oakbrook in chicago, il
neighbors in oakbrook: anthropologie, ralph lauren, david yurman, & louis vuitton
why it matters:
skims is quickly popping up in all the premium retail developments in premium spots showing their serious commitment to retail.
to open northpark, oakrbook, and mall of america within in weeks is a super ambitious undertaking and signal of lots more to come!
very much becoming this era’s victoria’s secret, filling a much needed gap in the market. recommend reading selling sexy to learn more about the fall of vs.
bombas
what: the dtc apparel brand, known for their socks, happiness guarantee, & buy one, give one model
when: october 25
where: boca town center mall, boca raton, fl
neighbors: nordstrom & white house black market
why it matters:
following up from last week’s west village debut, this is store #2 in their 3-part test (street, indoor mall, outdoor lifestyle center)
chose to be in the nordstrom wing i’m guessing to signal their accessory convenience or they just wanted to be by santa for visibility?
new ceo from under armour took over in may. this move this to be clearly a play/test from the new ua hoping to trigger strong offline growth.
see you next week on the retail merry go round 🎠
p.s. if you want more free merry makery reads, click below to check out today’s merry partner, ag1. i’m 1000% addicted to this daily routine.
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