Veronica Beard opens new store on Madison Avenue

Veronica Beard came to the greater attention of the public thanks to that Ovation TV series about the Vogue/CFDA Fashion Fund, and because it was started by two sisters-in-law (Veronica Swanson Beard and Veronica Niele Beard) who both have the first name Veronica and ended up with the last name through marriage to their respective husbands. The duo aren't exactly easy to forget, and next month they will also be staging a show for their collection at New York Fashion Week.

The contemporary designers are in a very tough market though. Contemporary brands are having a tough time in the retail sector, but the Veronicas, as they refer to themselves, have taken the next step in growing their business. They have opened a freestanding boutique at 988 Madison Avenue at the intersection of 77th Street.

“This is our moment to actually be in 3D,” said Veronica Swanson Beard to WWD. “As much as you try on the website — our content is creative; it’s new, and the imagery is all originally produced — there’s nothing like walking in a store.”

Veronica Beard opens store at 988 Madison Avenue

The theme for the interior design of the store is an apartment. The boutique was designed by Carolina de Neufville. Some decor features include leopard print sofas, Turkish kilim rugs, antique mirrors, and brass fixtures. One set of dressing-room walls is painted in a black-and-white windowpane pattern, there is also a rotating selection of artwork and photography that is actually for sale too.

While the majority of Veronica Beard is ready-to-wear, the opening of their new boutique also means the launch of a hat collection of fedoras done in collaboration with Gigi Burris. There is also a flair bar where customers can customize the details of their hat with things like ribbons and feathers. The store will also carry third party items like Active Argan facial oil and Bluemercury skincare and makeup.

The store officially opens today, but they did a pop-up shop style store for a test run in the space over the summer to test out the market. The temporary stored closed on July 16 to prepare for the construction done on it to be ready for today.

The brand originally launched in 2010 and became known for their dickey jacket, one of their signature offerings. In 2013, they took and investment from Andrew Rosen, John Howard, Lew Frankfort, and Khajak Keledjian. In 2014, they reduced their prices to position themselves in the advanced contemporary market.

The business currently does sales of 25 million dollars a year. Veronica Beard is carried in 250 retailers, which includes 36 Neiman Marcus stores.

The new Madison Avenue store is expected to do 4 million dollars in sales. There are plans to roll out another five to 10 stores in the next two years. Although no leases have been signed, the brand is looking at locations in SoHo, Los Angeles, and San Francisco.

photo via Veronica Beard website