Courtesy of Nicole Benoist
After four months of negotiations, The Collective's managing director Nicole Benoist announced today that the store will be expanding to a second location at the upcoming Taubman Prestige Outlets in Chesterfield.
The retail co-op, whose downtown location features merchandise from more than 50 vendors, opened in the MX development just last spring and will open its second location on August 2.
Benoist says that the new location will be larger than the original, just over 4,000 square feet, and will have the same industrial look and feel, but, in keeping with the outlet mall, will feature past-season, discounted merchandise from vendors.
As for the decision to open a second location in an outlet mall, Benoist cites decreased competition for her vendors and the opportunity to expand.
“I was approached to do something in Frontenac or The Galleria, but I felt like that would not benefit our vendors,” Benoist explains. “If a customer could come to our store in Frontenac and hit 10 vendors at the same time, that might cause those vendors in the area to lose business. Also, being in an outlet gives us the opportunity to bring on other up-and-coming national vendors.”
Benoist says that some of the vendors will remain the same at the new location, including Genovese Jewelers and Ivy Hill Boutique, but they will also be bringing on some yet-to-be-announced newcomers. Benoist also hopes to do more pop-up shops at the Chesterfield location geared toward the customer in that market.
“I’ve always loved outlet shopping—I’m a big fan of the hunt—but sometimes it can be overwhelming," Benoist explains. "The concept of doing a co-op in an outlet is really appealing. I think it’s a great opportunity for branding, all of our vendors, and The Collective”
