Stoney Clover Lane Opening First West Coast Store WWD
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Stoney Clover Lane Opening First West Coast Retailer – WWD

Stoney Clover Lane, the customizable equipment model began in 2009 by sister act Kendall and Libby Glazer, is opening its first West Coast retailer Nov. 1 on the Lido Marina Village in Newport Seashore, Calif.

It marks the fourth retailer for the model constructed on whimsical, candy-colored and patched journey pouches and totes, after places in Palm Seashore, East Hampton and the West Village.

The 1,272-square-foot, indoor-outdoor house will characteristic beachy decor, unique branded sweatshirts, T-shirts and hats, in addition to a group of patches reflecting native locations together with Crystal Cove, 1000 Steps Seashore, Sidecar Doughnuts, Lido Home Resort and Pelican Hill.

“We visited Lido a year-and-a-half in the past, and we fell in love with it. It was the primary time we’d set foot in Newport, however we knew we needed to open a retailer there,” Kendall Glazer mentioned of the bayside procuring middle with retail tenants together with Elyse Walker, Jenni Kayne, LoveShackFancy, Cynthia Rowley, Le Labo, Alchemy Works and Warby Parker. “Then in April we began taking a look at it extra severely after an incredible house turned obtainable.”

The shop combines pre-sewn merchandise (pouches labeled “Glam,” “Bride,” or “Bikini,” for instance) with these that may be custom-made on the spot at a patch bar by an in-store seamstress, in addition to third-party product from Alfred Tea, KNC Magnificence and Park & Seashore, a neighborhood Newport jewellery vendor.

The Glazers began Stoney Clover Lane as a passion in highschool, naming it after the road they grew up on in Rochester, N.Y. They gifted just a few of their first merchandise — beaded friendship bracelets — to Taylor Swift backstage at a live performance, and the celebrity wore them throughout a photograph shoot. The designers posted the photographs to their social media and the remaining is historical past.

Throughout school at Tulane, in 2014, they determined to pivot to different classes, hitting a candy spot with adhesive patches that could possibly be used to customise all the things from telephones to designer baggage. Then they began making their very own pouches, duffels and different customizable equipment, which resonated with influencers and retailers alike, together with Saks Fifth Avenue and ShopBop.

“We realized as we went alongside, we have been each sociology majors, and it was like we have been getting two levels, studying do school and studying by way of expertise run a enterprise,” mentioned Kendall. “Since then it’s been about homing in on what our clients love and increasing it.”

Hanky Panky x Stoney Clover Lane embark on a brand new collaboration, a journey bag stuffed with thongs. 
Courtesy Picture

They opened their first retailer two years in the past at Royal Poinciana Plaza in Palm Seashore. “We beloved the retail expertise and needed it to really feel like a trip in a retailer,” she mentioned. The funding exceeded expectations, with clients driving from Miami and Orlando to buy. New York shops adopted, and collaborations with Hey Kitty, Hanky Panky, Lele Sadoughi and LoveShackFancy elevated the model’s publicity.

Throughout the pandemic, Stoney Clover needed to pivot messaging away from journey, particularly spring break, a giant promoting season. The cofounders shored up their social media group as a substitute, launching Stoney Clover College weekly Zoom classes that drew as much as 200 individuals chatting about books, recipes and TV exhibits. Discovering that their clients could possibly be simply as influential as influencers, they began gifting them, too. In addition they introduced again their unique friendship bracelets, made tie-dye masks and pajamas, and shipped them out of their home as a result of shops and success facilities have been closed.

It paid off.

“Masks have been unimaginable for us, in addition to the pouches to maintain them in…and fanny packs launched on the finish of April, and couldn’t have been timed extra completely with individuals desirous to be hands-free,” mentioned Kendall. “Folks have discovered new makes use of for luggage, organizing at house, utilizing them for cosmetics as a substitute of bins…”

The enterprise has achieved development regardless of the troublesome setting, Kendall mentioned, with 2020 gross sales anticipated to be greater than double 2019 gross sales. Extra shops are additionally on the horizon.

“You may are available once you’re not going to Disneyland, have a enjoyable day and really feel such as you’re moving into our Instagram,” she mentioned. “You get to be inventive, customise one thing that’s your individual and get fairly on the spot gratification. You may’t get that on-line.”

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