With regards to opening new retail shops, LoveShackFancy has particular standards. The corporate, recognized for catering to a multigenerational viewers with its fairytale aesthetic, ultra-feminine clothes, equipment, fragrances and attire, doesn’t simply land on any road or in any mall.
“We simply celebrated our twentieth retailer,” stated Rebecca Hessel Cohen, founder and artistic director of LoveShackFancy, referring to the brand new Aspen retailer she described as a “little jewel field.”
“It’s 1,300 sq. toes and it’s within the excellent location and opened throughout spring break,” stated Stacy Lilien, president of LoveShackFancy, who was interviewed with Hessel Cohen final week over Zoom.
“It was simply unbelievable. We’re simply actually so excited to be there,” stated Lilien. “The shopper is so multigenerational there. I used to be stunned there have been a variety of prospects my age coming in and trying to store. She was searching for something particular. Ladies have been calling in from all components of the nation and need to spend XY and Z and [asked to] ‘pull a tremendous rack for me,’ one thing distinctive and customized to the situation. We had ladies from 7-year-olds to youngsters and a variety of males searching for ladies too. We had a very nice opening with moms and daughters buying too,” she stated.
Rebecca Hessel Cohen in entrance of the brand new Aspen retailer.
Courtesy picture from LoveShackFancy
“We’re opening one other ‘non permanent to hopefully everlasting’ 1,800-square-foot retailer in Charlotte [N.C.],” added Hessel Cohen. The shop, which will probably be their twenty first location, opens Thursday.
On April 4, LoveShack Fancy opened a retailer in Kiawah Island, S.C., as a result of “our Charleston retailer is superb.”
“We’re actually massive within the Carolinas today,” stated Lilien. “It’s so charming, seaside, it’s simply so fairly,” she stated. Each the Aspen and Kiawah Island retailer are open 12 months a 12 months. The Kiawah retailer is about 45 minutes from the Charleston retailer.
Describing their standards for opening new shops, Lilien stated, “We actually choose way of life facilities which have meals and beverage.” Hessel Cohen stated they’ve by no means opened something in an inside mall, it’s extra The Royal Poinciana Plaza and Highland Park Village sort of facilities. “We search for shops the place she’s going to lunch together with her mother after which they’re going buying and can spend a day,” stated Lilien.
LoveShackFancy’s new retailer in Aspen.
Courtesy picture
Hessel Cohen stated that on the Palm Seashore retailer in The Royal Poinciana Plaza, for instance, “it’s grandmother, mom and daughter, they usually’re going to lunch at Sant Ambroeus they usually’re coming to cease by, they usually’re going to satisfy their mates and coming over on their bike later. It’s very a lot way of life and it’s a vacation spot too. It’s like, ‘Let’s meet at LoveShack.’ Particularly within the South — Charleston, Palm Seashore, Dallas — these shops have such unbelievable power, music, drinks, it’s like a giant hug once you stroll in,” stated Hessel Cohen.
Prospects requested LoveShackFancy’s new Charlotte retailer. “Generally after we posted, ‘Guess what’s opening subsequent?’ Charlotte was on the high of requests,” stated Hessel Cohen.
“I feel it’s going to be actually thrilling,” stated Lilien, who stated they analyze how their e-commerce is performing in sure places to find out the place to open a retailer. “We do a variety of pop-ups and that’s how we study untapped markets that we haven’t entered,” she stated.
Requested what cities are on their want checklist, Lilien stated, “We positively have a giant checklist however we’re going to maintain it inner, particularly with what’s happening on the earth. We do plan to open 4 extra this 12 months.” Total, in 2025, there will probably be six to eight new shops. They plan one other six to eight new shops in 2026.
A take a look at the Aspen LoveShackFancy retailer.
Courtesy of LoveShackFancy
The entire LoveShackFancy shops, apart from one, used the identical inside decorator. “We use the situation to actually construct round,” stated Hessel Cohen. There are shops close to prep colleges (Madison Avenue in New York), in college cities with a giant Greek presence (Charleston, Nashville and Austin), and resort cities equivalent to Palm Seashore and Kiawah Island.
Probably the most profitable retailer within the fleet is the Palm Seashore unit at The Royal Poinciana Plaza, which is its smallest retailer “and isn’t even 1,000 sq. toes,” stated Lilien.
“There are a variety of builders who’ve developed these elevated luxurious malls equivalent to The Royal Poinciana. As they begin to open different ones in numerous cities, there’s that partnership as nicely,” stated Hessel Cohen. The house owners of Highland Park Village purchased a stake within the upscale Phillips Place, a retail middle in Charlotte, the place LoveShack Fancy will open its long-term pop-up retailer. “We’re opening in like-minded plazas near luxurious manufacturers like Hermès and extra aggressive market like a Zimmermann or Veronica Beard-type area,” stated Hessel Cohen.
As for what number of shops LoveShackFancy can assist, Hessel Cohen stated, “Now that we now have so many classes – we’re rising energetic, we’re rising swim, fragrances, magnificence, residence – there actually might be so many alternative spin-offs. Even smaller shops subsequent to greater flagship shops. Or we select some areas that there is usually a extra concentrated retailer which may also be smaller. Hopefully, fingers crossed, we’re going to be opening a very nice one, extra of a flagship within the coming 12 months.”
Requested if all these retail shops have performed nicely, and whether or not they’ve needed to shut any underperforming ones, Lilien stated, “All of them do extraordinarily nicely. As we’re rising, we’re taking a look at which items of the enterprise ought to keep within the shops and which items can depart. Sure shops don’t have all of the totally different classes.”
In Europe, the corporate has one retailer in London and is keen to open extra, particularly in Paris. “Paris is such a supply of inspiration and the place I journey and supply,” stated Hessel Cohen, in order that metropolis is certainly on the checklist. Proper now their greatest retailer, size-wise, is in Charleston.
Progress alternatives could possibly be a LoveShackFancy House retailer or a LoveShackFancy tween retailer. They’re additionally seeing a variety of momentum in energetic and swim, stated Lilien.
Eighty % of the enterprise is direct-to-consumer, and 20 % is wholesale.
LoveShackFancy’s greatest wholesale accounts are Shopbop, Revolve, Saks, Neiman Marcus, Nordstrom, and Bergdorf Goodman. Sephora is their solely wholesale accomplice for perfume. Inside the final 12 months, they took on a distribution accomplice, The Brama Group, which oversees European distribution. “We hope to have the ability to increase even additional internationally,” stated Lilien. The privately held firm declined to disclose its total revenues.
Manufacturing is completed largely in India, as a result of their model is so cotton-heavy with a variety of elaborations and embroidery. Due to the tariff scenario, Hessel Cohen stated they give the impression of being to maneuver manufacturing out of China. “We’re trying to Europe equivalent to Romania, Turkey and Poland, and we’re trying to transfer a few of our items into Vietnam,” stated Hessel Cohen. Silk materials will nonetheless be sourced from China and will probably be made in India. In addition they do some cut-and-sew in Los Angeles.
Requested if she’s frightened about value will increase, Lilien stated, “We’re working with our factories to attempt to take in as a lot as attainable. Costs will enhance barely.”
As for what’s subsequent, Lilien stated, “We’ve a lot room to develop inside all of the classes that we’re in. Additionally, with all of the collaborations that we’re doing, we’re studying a lot concerning the classes we’re not in. We’ve 20 collaborations this 12 months, and we’re already into 2026 and 2027,” she stated.
She stated they do swimwear themselves however have collaborations equivalent to Goody Wetbrush, State Baggage, Curler Rabbit pajamas, Kendra Scott Jewellery, Stanley tumblers, Pottery Barn, and Bogner. “We simply launched the principle line Pottery Barn and we now have Pottery Barn Teen and Children,” stated Lilien. “Our residence class continues to be rising. We’ve an ongoing partnership with Pottery Barn. It’s the brand new manner of licensing. They’re enjoyable and our prospects love them. We’ve 1-800-Flowers. We’ve lovely roses in miniature hat containers. Quite a lot of them return to our perfume prints. They’re actually lovely giftables,” stated Lilien.
Final week the model launched a limited-edition rosé with Santa Margherita Wines, as reported.
Santa Margherita Rosé and LoveShackFancy’s limited-edition rosé bottle.
Courtesy shot.
Hessel Cohen stated they go to firms the place they love their merchandise, and the businesses are specialists within the product “and we’re in a position to give the LoveShackFancy and whimsy and contact and story inform that makes it part of our world. It’s intensive and enjoyable for our buyer.
“It’s a unique demographic and value level and it’s simply talking to so many alternative prospects,” she stated.
“We’ve seen so many new prospects who’ve by no means shopped LoveShack earlier than,” stated Lilien.
