• Alexa Boschini

Store Openings

Vipp, Draper James, Redefined Home Boutique and more

Vipp opens first U.S. showroom

New York — Vipp, a Danish designer of kitchen and bathroom accessories, opened its first showroom outside of Europe this fall at 83 Murray St. in Tribeca. Located in a four-story building that once housed a sausage factory, the 2,000-sq.-ft. showroom was conceptualized as a private loft to illustrate the company’s new kitchen and bath modules and accessories in a home environment.

The showroom is managed by Sofie Christensen Egelund, the company’s concept director and granddaughter of Vipp’s founder Holger Nielsen, and her husband and Vipp Vice President Frank Christensen Egelund. The space features designer furniture and paintings from the couple’s private collection alongside Vipp’s products.

“It’s constructed like a real apartment and hopefully this helps with imagining how it must be like living surrounded by Vipp products,” Frank Christensen Egelund said. “When you see the product in their natural setting, they come alive.”

The showroom is open by appointment only.

Reese Witherspoon opens flagship store

Nashville  Actress Reese Witherspoon opened a brick-and-mortar flagship store for her lifestyle brand, Draper James, in October at 2608 12th Ave. South in Nashville’s 12South neighborhood. The brand launched direct-to-consumer in May at DraperJames.com.

Los Angeles-based interior designer Mark D. Sikes designed the 3,000-sq.-ft. store to resemble a Southern home, according to The Hollywood Reporter.

Named for Witherspoon’s grandparents, Draper James specializes in home décor, gifts, apparel and fashion accessories inspired by the American South. According to The Tennessean, a second store is slated to open in Dallas in 2016.

Atlanta — Redefined Home Boutique opened its second store in November at 305 Brookhaven Ave., suite 1150. The retailer’s original store is located in West Midtown at 887 Howell Mill Road, suite 200. Redefined Home Boutique offers a variety of furniture and home accessories including one-of-a-kind items.

Los Angeles — Serena & Lily opened its first Southern California store in October at 8422 Melrose Ave. in the West Hollywood Design District. The lifestyle brand’s new store carries soft goods, furniture, lighting, accessories and wallpaper, according to the Los Angeles Times. Serena and Lily operates two other brick-and-mortar locations in the Hamptons and San Francisco, in addition to an e-commerce site.

Burr Ridge, Ill. — Brandys of Burr Ridge reopened at a new location, under new ownership and with a new name in October. The Design Bar @ Brandys now operates under the direction of interior designer Leslie Bowman at 725 Village Center Drive. The store carries furniture, lighting, window treatments, decorative accessories, gifts and more.

San Francisco — E-tailer St. Frank opened its first brick-and-mortar flagship store in November at 3665 Sacramento St. The retailer specializes in textiles, art and accessories created by artisans across the globe. According to its website, St. Frank’s mission is “supporting economic empowerment for artisans” and “preserving traditional artisanal craft.”

Galesburg, Ill. — Home furnishings store Willow Haven will open at 309 E. Main St. here. According to The Register-Mail newspaper, owner Teresa Phillipson hopes to open the store by the end of the year. The paper states the store will carry mid- to high-end furniture and home décor.

Send news of store openings, relocations and expansions to Associate Editor Alexa Boschini at aboschini@homeaccentstoday.com.

Alexa BoschiniAlexa Boschini | Associate Editor

Alexa Boschini is the associate editor of Home Accents Today. A native of Greensboro, N.C., she graduated from Elon University in 2010 with a degree in journalism. She spent two years as an award-winning education and features reporter with The Sanford (N.C.) Herald and four years covering arts and entertainment for the Greensboro News & Record's Go Triad before joining Progressive Business Media in 2012 as assistant editor for Home Accents Today and Casual Living. She now writes about business, trends, generational dynamics and technology. You can reach her at aboschini@homeaccentstoday.com.

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