Surf’s up for Cynthia Rowley, who unveiled an 800-square-foot boutique in Montauk, N.Y..

This story first appeared in the June 23, 2010 issue of WWD. Subscribe Today.

The low-key design of the store at 696 Montauk Highway, next door to the Memory Motel, makes it look more like a bungalow than a boutique. The look is in step with the town’s beachy feel. The only indication that goods will be sold is a small neon “Shop” sign in one of the windows.

Inside, shoppers will find a variety of Rowley-made goods, including ready-to-wear, shoes, handbags, sunglasses and legwear, among other items. There are the designer’s home products and gardening tools, as well as the Cynthia Rowley for Roxy collection, and a Meyerhoffer surfboard customized by Rowley.

The store also has a few surprises, such as driftwood bottle openers and a perfume made of eight different scents that Rowley found in Morocco. Laser-cut Plexiglas necklaces from Waris Ahluwalia’s House of Waris are other unexpected finds.

Rowley’s East End-address store will house several pop-up shops this summer, including Chrissie Miller of Sophomore, Lauren Bush’s FEED Projects, Bonobos men’s wear and a patisserie run by Arden Wohl. Rowley is also teaming with the Memory Motel for a concert series which will include guest DJs Leo Fitzpatrick and Agyness Deyn on select nights.

“I just wanted a tiny, little shop that would be more relaxed than the rest of the Hamptons,” she said. “I love that it’s right next to the Memory Motel, which is a cool place to hang out and listen to music. We’re planning some shows there with my friends’ bands over the summer.”

Rowley, who has summered in Montauk for 10 years, continued, “We wanted to be respectful of the chill, rustic vibe of Montauk, where there are no chains….There are no Starbucks and no McDonald’s.”

Beyond the beach, the designer’s Shop on Wheels (a former DHL truck retro-fitted as a Cynthia Rowley store) is in the midst of a national scouting mission for new store locations. “It’s a great way to test markets from D.C. to Scottsdale,” said company president Peter Arnold.

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