Memorial Day is still six weeks away, but FValentineNY is ready to hit the beach.
Declining to comment on sales expectations for the Southampton store, Arons said the company’sbusiness increased last year by 236 percent. In addition, to the two Hamptons stores, there are outposts in Houston, Palm Beach and Manhattan’s Upper East Side. The plan is to open two more this year, with Atlanta and Dallas being potential locations.sales could be chalked up to shoppers’ eagerness to see and feel products and the brand’s “colorful, bold and happy” ethos, according to Arons.
In the months ahead, Frances Valentine’s caftans, tunics, sun hats, cotton poplin cigarette pants and summer sandals are expected to be popular. Shoppers will also find for the first time beach umbrellas, beach chairs and pool floats. Enthusing about the new assortment, the CEO said, “Spring and summer are just so happy for us because everything is just so bright. I hope we have enough inventory for the summer, because they tend to sell out quickly.
That is not always a nice problem to have. Arons said with a laugh, “Then when you’re out of it, you kick yourself for not ordering more.” All in all, the greatest business challenge currently is opening stores quickly, Arons said. “Small companies like us depend on getting a great space for a very fair market value on rent, and the rents are starting to creep up again. And if companies have build-outs to do, the building materials are expensive,” she said.
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