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VM TRENDS: The women’s clothing retailer is aiming for approachability as it charts expansion

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POST-LOCKDOWN, THE EVER-LOYAL Evereve’s (Edina, Minn.) mostly-moms customer base is roaring back inside its 100-plus units. Now in expansion and remodel mode, shoppers will find larger, refreshed Evereve stores stocked with curated looks and staffed with personal stylists.

A 6400-square-foot freestanding flagship which replaces an earlier store is steps from its headquarters. Here, Co-Founder Megan Tamte’s vision comes together behind the deep indigo façade, a new brand color. Windows with mannequins front and center offer a first impression of what’s inside. Tamte remains a hands-on, driving force behind Evereve (launched in 2004 as Hot Mama), through stores, the Evereve website, Trendsend (personal styling service) and Evereve TV. Her brand’s promise is to inspire women to keep moving forward – in both their fashion and their lives. True to its brand promise, Evereve works with a number of women artists to help localize its stores and the company supports female entrepreneurs.

“Megan sees her customer growing, evolving and not standing still,” explains Betsy Vohs, Founder, BV Studio (Minneapolis), and Evereve’s longtime design consultant, who worked closely with the in-house team to design an environment reinforcing the modern and sophisticated narrative.

Gaffer Photography, North St. Paul, Minn.

Gaffer Photography, North St. Paul, Minn.

Top locations will be expanding as part of Evereve’s go-forward strategy, while the company stresses its roots in denim and casual. That translates to more space for denim, but also a new proprietary outerwear line, jewelry and footwear – with each category receiving fixturing prototyped for this location before rollout. Expanded footprints further support Evereve as a gathering spot for local in-store lectures, book signings and charitable shopping events.

Upholstered seating surrounds a central point-of-sale warm wood island defined by a LED rope chandelier that serves as the heart of the store. Mobile floor fixtures make reconfiguration simple. Wall fixturing can accommodate a variety of product which arrives regularly. Shoes receive salon-worthy display treatment on tall, repositionable risers. Changing merchandise categories requires flexibility, says Kari Ihle, Evereve’s Director of Environmental Design, Planning and Maintenance. “Our clothing and the styling process are a big part of design inspiration.”

The warm and approachable environment welcomes returning customers. As Ihle explains, “They want to see and touch the latest.” And try on the latest, as well. Dressing rooms – 10 in this location – are clustered and allow for private events. —Janet Groeber

PHOTO GALLERY (24 IMAGES)
Gaffer Photography, North St. Paul, Minn.

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