Monday, July 16, 2012

Sorority Boutique Crawl Will Soon Feature Vineyard Vines at Lenox

Martha's Vineyard, Massachusetts-based Vineyard Vines plans to open their first Atlanta area location next month in Lenox Square.  The store will open on the main mall level near Michael Kors in space that was most recently a 7 For All Mankind boutique.  The 7 store closed this past April after about three and a half years. 

Brothers Shep & Ian Murray started Vineyard Vines in 1998, leaving high paying corporate jobs in Manhattan for the freedom that came with their own firm.  Neckties have been a Vineyard staple since the brothers' first four designs.  They “started making neckties so [they] didn’t have to wear them." 

The chain already has multiple locations in its home state of Massachusetts, but also has southern  locations in West Palm Beach and Charlotte, along with Memphis and Nashville.  Next month, locations will be added in Birmingham at The Summit and here in Atlanta at Lenox Square.

Sperry Top-Sider opened earlier this spring on the second floor of Perimeter Mall in Dunwoody, and more recently Lilly Pulitzer opened on the first floor of Phipps Plaza, thus creating the sorority girl's fashion trifecta. 

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Anonymous said...

Nope... Not a winning location for this kind of preppy shop. The Lenox customer has morphed to a more urban, African American one in recent years. This shop doesn't seem to jive with THAT customer.

Atlantan99 said...

Hello Anon,

I agree with you that the demographics of the mall have changed but I think they still have a solid location. Perhaps Perimeter would have made more sense but I still think they will do well. They have a cult like following and as I said, are very popular with the sorority ( and fraternity) crowds.

Thanks for the comment and for reading!

Anonymous said...

The majority of the demographics that you just described just walk around and hang out at Lenox without really buying anything.

The folks still buying stuff are the same demographic that will buy preppy stuff.

Anonymous said...

So is that the typical crowd at Lenox most of the time now? It was that way Saturday of the last Labor Day weekend while I was in Atlanta that I preferred Perimeter Mall over Lenox.

Anonymous said...

I wonder where they come from? They certainly don't live in the area.

Anonymous said...

ummmm...VV went out of style about 2 years ago....sorta like Abercrombie for many....Southern Tide is where its at.

Anonymous said...

VV, Southern Tide, Southern Proper, etc. all of these shirts, ties, accessories look exactly the same except for the clever little logo.

wildhorses said...

And just who might " they" be??? This is truly a Southern blog. Will the South ever refrain from this low brow thinking? I happen to be a Caucasion mom of a African American son who most likely spends more money on VV ( previously) and now Southern Proper than you guys combined. Have you ever noticed who is valet parking their Lambos, Rolls, Porches, etc?? Think about it. .. and yes "they" do live in Buckhead.