Photography by Kevin A. Roberts
With a weak economy and rising costs, keeping a boutique running has forced owners to get creative. Instead of closing their doors, several local stores have undergone major brand reinventions to meet the needs of the current retail market, transforming everything from their name and location to inventory and focus.
Moris Fashions to Moris Men’s Shop
After dropping its women’s line in 2012, Moris Fashions moved to a smaller location around the corner to make way for Lululemon and re-branded itself as Moris Men’s Shop in summer 2013. The new location changed from the contemporary look of Moris Fashions to what owner Brian Smith described at the time as a “polo club meets turn-of-the-century lounge.” The inventory also became more workwear-driven, with lines such as Thomas Dean, Michael Kors, and John Varvatos.
Daisy Clover to The Clover
When Jen Rieger and Christopher Rubin de la Borbolla bought Webster Groves boutique Daisy Clover last year, they moved the shop into a new space on Big Bend and renamed it The Clover. The store’s aesthetic changed to a more contemporary space and style divided into four sections: the Core, with wardrobe staples; the Lab, with fashion-forward items; Refine[d], with sophisticated and dressy fashion; and Capsule, with accessories and small gifts. Designers include Citizens of Humanity, Joe’s, Archer Townsend, and Hudson.
Byrd Style Lounge to Byrd Designer Consignment Boutique
After almost 10 years in Clayton as an upscale women’s boutique, Byrd Style Lounge underwent a concept overhaul in 2011, referred to as “Flipping the Byrd.” The boutique transformed from an on-trend clothing store to a designer consignment shop—and the move has paid off. At the time of the re-brand, then-owner Julie Stolar said that by eliminating new product she was able to cut overhead by 75 percent. Last year, Byrd changed ownership and moved to the coveted Colonial Marketplace shopping district on Ladue Road. The store carries gently used and never-been-worn items from designers such as Gucci, Dior, and Prada and was named one of Lucky Magazine's favorite stores last fall.
