A summer day at Stony Point. (photo by Burl Rolett)
Ledbury is trying on the mall for size.
The Shockoe Bottom shirt maker will add a storefront at Stony Point Fashion Park for the month of September.
It has done several two- to five-day “pop-up” shops in Richmond and other markets, but the month-long Stony Point store will be Ledbury’s longest temporary stint as it works on an expanded retail strategy.
“The more pop ups we do and the more we bring people to retail space, the more we’ve found that people really respond well to the shirts the more they see them, feel them and can try them on,” said Ledbury CEO Paul Trible.
The four-year old company will operate the Stony Point location from Aug. 30 to Sept. 29. The 800-square-foot space is the first of two month-long stores Ledbury is gearing up for. The company is also looking for a location in Washington, D.C.’s Georgetown district for a six-week, holiday season run.
Ledbury founders Paul Trible (left) and Paul Watson. (Photo from Ledbury.com)
The new storefronts will keep only a limited inventory on hand, but Trible hopes that giving customers more opportunities to see the product will drive in-store mail orders and online sales.
Ledbury has experimented with pop-up shops on Broad Street and in Carytown. Its time at Stony Point aims to put its product in front of suburbanites and destination shoppers.
“This will really take us out to a place where we’ll be able to introduce Ledbury to a whole new group of people,” Trible said.
The shirt maker also revamped its downtown location, turning part of its headquarters into more of a retail space. The new-look South 14th Street shop launched in March.
Spokeswoman Elisabeth Edelman said Ledbury had more sales out of its storefront in July 2013 than in all of 2012, but did not share any specific sales figures.
Ledbury has also added to its catalog this summer, rolling out its first collection of swim trunks. The full Ledbury line now includes ties, blazers and other accessories.
While it continues to test temporary stores, the company does not have any immediate plans for a second permanent brick-and-mortar location beyond its 14th Street location.
“It’s not in the plan right now, but that’s why we do these things, to learn these lessons,” Trible said. “But I would certainly never say never.”
A summer day at Stony Point. (photo by Burl Rolett)
Ledbury is trying on the mall for size.
The Shockoe Bottom shirt maker will add a storefront at Stony Point Fashion Park for the month of September.
It has done several two- to five-day “pop-up” shops in Richmond and other markets, but the month-long Stony Point store will be Ledbury’s longest temporary stint as it works on an expanded retail strategy.
“The more pop ups we do and the more we bring people to retail space, the more we’ve found that people really respond well to the shirts the more they see them, feel them and can try them on,” said Ledbury CEO Paul Trible.
The four-year old company will operate the Stony Point location from Aug. 30 to Sept. 29. The 800-square-foot space is the first of two month-long stores Ledbury is gearing up for. The company is also looking for a location in Washington, D.C.’s Georgetown district for a six-week, holiday season run.
Ledbury founders Paul Trible (left) and Paul Watson. (Photo from Ledbury.com)
The new storefronts will keep only a limited inventory on hand, but Trible hopes that giving customers more opportunities to see the product will drive in-store mail orders and online sales.
Ledbury has experimented with pop-up shops on Broad Street and in Carytown. Its time at Stony Point aims to put its product in front of suburbanites and destination shoppers.
“This will really take us out to a place where we’ll be able to introduce Ledbury to a whole new group of people,” Trible said.
The shirt maker also revamped its downtown location, turning part of its headquarters into more of a retail space. The new-look South 14th Street shop launched in March.
Spokeswoman Elisabeth Edelman said Ledbury had more sales out of its storefront in July 2013 than in all of 2012, but did not share any specific sales figures.
Ledbury has also added to its catalog this summer, rolling out its first collection of swim trunks. The full Ledbury line now includes ties, blazers and other accessories.
While it continues to test temporary stores, the company does not have any immediate plans for a second permanent brick-and-mortar location beyond its 14th Street location.
“It’s not in the plan right now, but that’s why we do these things, to learn these lessons,” Trible said. “But I would certainly never say never.”