[EXCLUSIVE] British Retailer to Make Surprise Debut at Lenox Square

In a move that seems several years too late, AllSaints plans to open a new store at Lenox Square in Buckhead.  The British retailer has had a presence in the mall for more than a decade but only a shop-in-shop boutique within Bloomingdale's.

The new AllSaints will be located on Lenox's "Mall Level" in a 3,000 square foot space currently home to a temporary Burberry store while the upscale British brand gets a facelift at its Luxury Wing boutique near Neiman Marcus.  The opening was revealed in a construction plan reviewed by ToNeTo Atlanta and is not yet listed on the Lenox Square website.    

The upcoming AllSaints space, situated between Alo Yoga and Ralph Lauren, was previously home to another British brand, Ted Baker, but was vacated when retailer closed all of its stores last summer after its bankruptcy filing.   

AllSaints was founded in 1994 by Stuart Trevor and Kait Bolongaro.  The brand entered the U.S. market in 2009.  

AllSaints itself in June 2020 filed a Company Voluntary Agreement (CVA) in the U.K., which is part of the country’s insolvency process for businesses and is a process similar to that of a Chapter 11 bankruptcy proceeding in the U.S., but different in that it is seen as a preventive measure to complete insolvency. The main goal of a CVA is negotiating with creditors on the repayment of outstanding debts.

As a brand, AllSaints is perhaps most well known for its seasonal variety of leather jackets, but the line also features a wide assortment of clothing, shoes, and accessories for men and women.  That said, AllSaints is neither inexpensive nor a luxury brand, and as opposed to many popular aspirational brands of the day, it does not plaster its name across all of its clothing.  The brand seems much better suited for the Lenox Square of 2005 rather than the Lenox Mall of 2025, given the changes in the typical mall patron.    

Recently, the brand seems to have shrunk rather than expanded its U.S. presence including closing stores in Downtown San Francisco, Michigan Avenue in Chicago, The Domain in Austin, as well as Florida stores in Aventura Mall in Aventura and Mall at Millenia in Orlando.  

ToNeTo Atlanta has also observed an increased quantity and variety of AllSaints merchandise making its way to off-price retailers such as Marshalls and TJMaxx.  

According to the AllSaints website, there are currently 16 full-line stores, 11 outlet stores, and 30 shop-in-shop stores within Bloomingdale's across the country. 

The imminent opening of AllSaints comes on the heels of the upcoming closure of Forever 21 and its 27,000+ square foot space and the recent closures of Moose Knuckles and TYR.  Meanwhile, Icing, which yes, still exists, is being converted into a new Claire's, which even more surprisingly, still exists.  

Are you surprised to see AllSaints open in Lenox Square?  What retailer not presently in the Atlanta market would you like to see open?  On a scale of 1 to 5 how safe do you feel shopping at Lenox Square?

Please share your thoughts below.