St. Louis-based Geranium opened its first retail location at The Boulevard in Richmond Heights in November 2012, and just one year later it is already expanding to a second location. Owner Tina Anthon says she hopes to open the new boutique, located on the second level of West County Center, on November 8.
At just under 900 square feet, the new location will be slightly smaller than the original store, but it will carry a similar range of accessories, apparel, home décor, and other products.
Anthon, a fashion designer by trade, is able to express her own taste through the items sold in her store. She works with artisans from all over the country to create products for Geranium.
“I make sure I put in my store things I love and truly believe in, things I would want to wear myself,” she says. “You are buying the jewelry we carry direct from us. That’s why the prices are lower.”
Anthon started Geranium four years ago as a wholesale business. She estimates that she has sold her products to thousands of stores—both big and small—in the U.S. and abroad. Now Anthon has turned her attention to growing the Geranium brand through her own retail stores.
“Our goal is to have a store in every state one day,” says Anthon. “Naturally, it’s easiest to expand where you are headquartered before moving into other states.”
Anthon, a St. Louis native who grew up shopping at West County Center, has a degree in fashion design from Columbia College Chicago. Before starting Geranium, she designed apparel and handbags for other companies, including the May Department Stores Company.
“I have passion for what I do, and I feel really lucky that I can still work in St. Louis,” she says.
