A new store is coming to Virginia Highland.
The folks behind 310 Rosemont plan to open Winter Wren, a new women's boutique, next week. The boutique will open at 1004 North Highland Avenue in place of Mitzi & Romano, a longtime neighborhood boutique that closed in late August after over 25 years in business. Ironically, Rosemont's current location, 1038 North Highland, was Mitzi & Romano's location before their move to 1004.
Roanoke, Virginia-based 310 Rosemont has a total of four locations, two in Virginia in Roanoke and Blacksburg, one in Jackson, Tennessee, and the one here in Atlanta in Virginia-Highland.
The new store, seemingly named for the small North American bird of the same name, will carry women's clothing and accessories, but I'm told there is a chance that menswear could be added in the future. The majority of the womenswear will reportedly be from Free People, a bohemian line from Philadelphia-based Urban Outfitters.
In the early 1970s, Dick Hayne opened a store in Philadelphia, Pennsylvania with his first wife, Judy Wicks, and called it Free People. Given the popularity of the first store, a second was added, and the name was changed to Urban Outfitters. The store's private label division began to grow rapidly in the early 1980s, and in 1984, a wholesale line, Free People, was born.
The first stand alone Free People store opened in Paramus, New Jersey at Garden State Plaza in 2002. Today there are over 60 locations across the country including two in Atlanta at Lenox Square and White Provision, and one in Savannah.
Free People is carried at department stores such as Bloomingdale's but I believe this will be the first boutique in Atlanta to specialize in Free People.
Mint Julep, a womens boutique in Peachtree Battle, is a Lilly Pulitzer Signature Store and would seem to be the type of shop that Winter Wren is vying to be for patrons of the Free People brand.