Terrain, a home-and-garden unit of the Anthropologie Group (Philadelphia), has opened a 2700-square-foot store at the Brooklyn Botanic Garden (BBG). Project participants say it is the first store of its kind for Terrain and a new retail concept for a cultural institution such as BBG.
“The New York City region has long been a top ecommerce market for our brand, and we’re delighted at the opportunity to invite our devoted customers to experience Terrain in-person,” says Aaron Mutscheller, President of Anthropologie Living and Terrain. “Our opening at BBG is another example of the unconventional ways we are looking to reach new customers, expand our retail footprint, and test in an urban setting for the first time.”
Located in the former gift shop within the Garden’s visitor center (990 Washington Avenue), the store offers a seasonally changing assortment of unique plants, artisan gifts and decor with the urban dweller and curious tourist in mind.
“Brooklyn Botanic Garden has long been a horticultural destination for locals and visitors alike; with our new partnership with Terrain, it is now a retail destination as a well,” says Adrian Benepe, President and CEO of Brooklyn Botanic Garden. “We are looking forward to the opportunities—from the retail experience to design services to store programs, along with a first-rate selection of plants for Brooklynites to bring home to backyard gardens, balconies, or sunny windows—that this partnership will offer our members, our community, and new visitors.”
Founded in 1910, the 52-acre BBG is home to more than 12,000 kinds of plants and more than 30 specialty gardens.
The first Terrain store opened in 2008, in Glen Mills, Pa., on the site of the historic J. Franklin Styer Nursery. Terrain has since opened brick-and-mortar locations in Westport, Conn.; Devon, Pa., and Doylestown, Pa. Terrain also has capsule shops in Anthropologie & Co. stores in Walnut Creek, Palo Alto, and Los Angeles, California, and Bethesda, Md.