The new Edition by Banana Republic shop opened in San Francisco on May 15th
The Westfield San Francisco Center was lucky enough to have first peek of a new shopping enterprise last Friday. The Bay area shopping mall is hosting the first independent accessories boutique from retail powerhouse Banana Republic called Edition by Banana Republic. The 1,200 square foot space was designed to resemble a hip, urban loft or art gallery, a theme the store has optimized through it's various furniture items and displays. Handbags, scarves, and shoes are showcased creatively on tables and bookshelves throughout the three-room space. An ivory jewelry case runs the length of the store as well, bypassed by an elegant salon desk that is used in place of a traditional cash register counter. The store also features a picturesque facade of New Mexico limestone, vaulted ceilings, and exhibits by local artists.
Yet though the store exudes a feeling of luxury, 80 percent of the merchandise runs under $100. This extension of Banana Republic's affordable-luxe aesthetic was no accident either. The company wanted to create a stand alone space that offered a new shopping experience with the same service and price point that it's clientele has come to rely on. Creative director Simon Keen illustrates the new boutique as, "more of a shopping spa instead of a shopping store," explaining all the new ways customers can affordably pamper themselves such as $16-$18 bracelets, $22-$49 cocktail rings, and handbags for under $200. About 40 percent of the shop's collection is exclusive to Edition by Banana Republic, with some pieces limited edition of only 100 having been made. The rest of Edition by Banana Republic's wares can be found in regular Banana Republic stores.
Although we are all eagerly waiting Edition by Banana Republic's move eastward, the store is currently being marketed exclusively to the Bay area through the regular stores, as well as local style events and private parties. Calhoun explains the marketing strategies as, "more personal, in keeping with the intimate store." We can't wait to get our own taste!
Source & Photo: WWD