By  on May 29, 2013

There’s nothing persnickety about Boston Proper despite what the name suggests, and that’s precisely the message behind the company’s brick-and-mortar debut.

Boston Proper launched its first two boutiques, in Florida, in Coconut Point on March 21 and Boca Raton on April 19, after 25 years as a direct-to-consumer business. “We are in the test and learn mode right now,” said David F. Dyer, president and chief executive officer of Chico’s FAS Inc., which purchased the $124 million Boston Proper in 2011 for $205 million. (For more on Chico’s earnings, see story below.)

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