The brand is being overseen by the Lanier division which will launch with e-commerce at the end of September.
The Tommy Bahama and Lilly Pulitzer operator had a mixed quarter, but full-priced retail is helping sales.
The line will offer technical features and updated designs.
The 2,800-square-foot store is located on the city’s main street.
Sales increases at Tommy Bahama and Lilly Pulitzer helped Oxford Industries beat analyst estimates for the second quarter.
The brand will contribute approximately $35 million in sales, $7 million in operating income and 20 cents a share of earnings.