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| The existing Tory Burch store at Phipps Plaza |
Tory Burch doubles down in Buckhead
New York-based Tory Burch is planning a second location in Atlanta. The new Tory Burch will open in place of the current Guess store which is relocating. Ironically, the Guess store is relocating to the former C.Wonder, a store started by Chris Burch, ex-husband of Tory. C. Wonder, referred to by many retail observers as "revenge retail," was seen as by many as a cheap imitation of the Tory Burch brand. C. Wonder ceased operations earlier this year after heavy expansion and sluggish sales.
New York-based Tory Burch is planning a second location in Atlanta. The new Tory Burch will open in place of the current Guess store which is relocating. Ironically, the Guess store is relocating to the former C.Wonder, a store started by Chris Burch, ex-husband of Tory. C. Wonder, referred to by many retail observers as "revenge retail," was seen as by many as a cheap imitation of the Tory Burch brand. C. Wonder ceased operations earlier this year after heavy expansion and sluggish sales.
The current Atlanta Tory Burch store is on the first floor of Phipps Plaza. Tory Burch expanded and relocated in 2012 to its current location near Starbucks. Before relocating, the store was a few storefronts away and was one of the original stores outside of New York. Kate Spade, a store that would seem to compliment Tory Burch, recently relocated from Lenox Square to a space adjacent to Tory's Phipps Plaza location.
According to a building permit filed this week with the City of Atlanta, $200,000 will be spent to convert the space to Tory Burch. The new store is roughly 4,400 square feet, significantly larger than the current store. A Tory Burch store representative claims that both stores will offer largely the same merchandise and that the new store is to open in late October.
After opening their second location, Tory Burch will join Sunglass Hut, Tumi, Teavana, Starbucks, Mori Luggage & Gifts, Soma Intimates & Michael Kors in operating stores in both Lenox Square and Phipps Plaza.
Since launching the brand in 2004, Tory Burch has grown her namesake label to a billion dollar brand with dozens of stores around the world.
Do you find it odd that Tory Burch is bringing a second location to Buckhead rather than opening at Perimeter Mall or Avalon? What are your thoughts on the Tory Burch brand? Do you miss C.Wonder?
Please share your thoughts below.
Do you find it odd that Tory Burch is bringing a second location to Buckhead rather than opening at Perimeter Mall or Avalon? What are your thoughts on the Tory Burch brand? Do you miss C.Wonder?
Please share your thoughts below.