The Greenville store

Southern Tide, a fast-growing lifestyle brand that was purchased by Oxford Industries for $85 million in April, has opened its second store — and this one is located in its birthplace of Greenville, S.C.

The new store is 2,800 square feet and is located at 200 North Main Street. It carries a collection of the brand’s men’s, women’s and children’s apparel and accessories. It is designed to speak to the brand’s DNA as a colorful Southern label and includes a skiff on the ceiling. Southern Tide’s trademark is its Skipjack Polo shirt that features the fish as its logo. Visuals within the store include special pieces done by local artists as well as specially designed T-shirts that are exclusive to the Greenville store. The store also offers a special “Made in Greenville” section that will offer other local brands and artists.

Knox White, mayor of Greenville, said: “Southern Tide will be a top destination in our downtown, and we look forward to having them open their doors. The number of unique stores and offerings in our city continues to grow, and Southern Tide will no doubt add yet another quality retail presence on Main Street.”

Christopher Heyn, Southern Tide’s chief executive officer, added, “Southern Tide is excited to finally have a signature store come to our hometown. We are proud of our roots. We know the people of Greenville are as delighted as we are to bring this unique shopping experience to downtown.”

Both shops — the first is located in Kiawah Island, S.C. — are operated by Island Sport.

Southern Tide was founded in 2006 and is available at 850-plus specialty retailers and department stores in more than 45 states.