Retailer of the Week
01 Nov. 2011
LINDSAY HOLLOWAY, FREY BOUTIQUE, EXTON, PA, USAOpened just last month, Frey Boutique is a new 334-sqm contemporary women’s specialty store in Exton, Pennsylvania, which is about a 30-minute drive west of Philadelphia. Named after the Scandinavian god of peace and prosperity, the store is owned by Lindsay Holloway, who earned a degree in fashion merchandising from the Fashion Institute of Technology (FIT) in New York and who previously worked as a stylist at the store Skirt in Bryn Mawr, Pennsylvania. Here Holloway, who says that owning her own store is a “childhood dream,” talks about her bestsellers and how Frey’s already attracting a loyal customer base. Interview by Christopher Blomquist
Frey Boutique exterior
Frey has some of the most experienced stylists in the area. Our staff will dress you from head to toe and will even travel to your home where they will help you set a wardrobe and merchandise your closet with our unique mix of designers from around the world.
What are some of your key brands and bestselling items thus far?
Some of my key brands are Luxury Rebel shoes; they offer unique styles, comfort and great price points. My outerwear from Ciao-Milano has proved to be a great seller. Tracy Reese for her feminine flare and exceptional fit. Hudson and AG jeans are both very popular this season as well.
Who is your typical customer?
Our customers are stylish sophisticated women of all ages, who dress to impress both professionally and socially.
Where do you shop for/find merchandise for the store?
New York and LA.
What are some of your picks of must-have items in the store at the moment?
The Luxury Rebel Brady boots, Lauren Merkin's Georgie clutch in python metal, M 2 F's bootcut fit denim in eggplant and olive and Equipment blouses in the Brett fit.
Frey Boutique interior
What are your upcoming plans for the store?
Upcoming events for Frey include Black “Freyday” on November 25, where customers can enjoy cocktails food and fun all day while beginning their holiday shopping. On November 26 and December 1 we are hosting our ladies’ wish list party, where our customers can bring their girlfriends and spend the night filling out their holiday wish lists to give to friends and family. Finally, on December 3 and 8 we are hosting guys’ night out, where men can come out and have their ladies’ holiday wish list taken care of while enjoying drinks and cigars. New designers that Frey will be featuring in the spring include Elizabeth and James, Yumi Kim, 291, Parker, Nanette Lepore and more.
How do you hope to draw holiday shoppers into the store in the coming weeks?
Through our promotional events, our complimentary gift-wrapping, new holiday collections and expert gift-giving advice. We also have a loyal Facebook following.
What are, in your opinion, two or three “golden rules” that every retailer should follow?
An honest opinion is the most valued opinion and the customer always comes first.
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