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A quaint store on Main Street in Southampton, N.Y., aims to offers a glimpse into the world of Aerin Lauder.
This story first appeared in the May 14, 2013 issue of WWD. Subscribe Today.
The beauty executive-turned-brand-creator will open the doors to her first stand-alone store, Aerin Southampton, over Memorial Day weekend. Lauder said the jewel box-sized shop, located at 83 Main Street, is designed to change its assortment with the seasons — in this case summer, autumn and winter — before closing its doors after Christmas.
It will feature Lauder’s growing product collection under her namesake Aerin, as well as a smattering of her beloved brands. For instance, the summer assortment includes Parasol swim shirts and swimwear from Brazilian designer Jo de Mer. These items will mix seamlessly with Aerin beach bags, evening clutches, jewelry, shoes and sunglasses.
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“It’s going to be a great place for us to house beauty, accessories and home items, as well as some curated pieces,” said Lauder. She has employed three long farm tables and wooden bookcases to display a wide array of items, including pillows, lanterns and picture frames. Straw hats will hang from the grasscloth-covered walls, she added. “The store is a wonderful mix of old and new. It has a wonderful, summery, beachy feel to it,” said Lauder, who collaborated with interior designer Jacques Grange, who also helped Lauder with the design of her office on Madison Avenue.
“It should feel almost as if you are exploring someone’s closet, or home,” Lauder said of the store. “The shoes will be lined up, as well as the jewelry. And at the same time there are elements of home incorporated into it.” Certain elements of the store are borrowed from Lauder’s home in Wainscott, Long Island. “I’ve got a ton of wonderful straw furniture, and I’ve incorporated that into our furniture line,” said Lauder. The shop will also spotlight contemporary art, and works from the artist Paul Lange will be on view there. The vibe of the store, where goods are accessible for shoppers to touch and feel, is inspired in part by some of Lauder’s favorite shopping haunts, including Roberta Freymann, John Derian Co. Inc. and William Wayne & Co. She also counts department stores such as Bergdorf Goodman and Barneys New York among her favorites.
As to whether Lauder plans to open year-round stand-alone stores, she said, “We’re always exploring that. This is a wonderful first step. After the holidays we can re-look at [the idea] and decide where we want to do the next one or how we want to do it.”