Lifestyle brand Southern Tide is quietly entering the ultra-competitive retail market by opening their first store in Connecticut. According to the CT post, Southern Tide operates seven retail locations.
Southern Tide, a lifestyle apparel brand, is opening its first Connecticut retail location in Westport at 275 Post Road East.
In addition to the Westport store, the retailer will enter the New England market via outlets in four Massachusetts localities: Nantucket, Chatham, Lynnfield and Mashpee. Opening dates have been set between March and May for the new stores, which are part of the Greenville, South Carolina-based company’s expansion strategy.
The retailer operates seven stores spread across Florida, South Carolina, North Carolina and Illinois.
“The development of the Southern Tide signature stores and wider retail programs has allowed our brand to reach new consumers in areas that are important to us,” company CEO Christopher Heyn said. “Now more than ever, data is driving retail decisions, and content is a key factor in helping brands anticipate consumer needs. With these new stores and retail partnerships, we as a brand are advancing the Southern lifestyle that Southern Tide exudes every day.”
Full Press Release From Southern Tide
Southern Tide has announced the expansion of the brand’s retail footprint with signature stores operated by like-minded wholesale partners in new regions including Southeast Florida and New England. With the idea of “Southern Style” being not about geography but rather a state of mind, Southern Tide is broadening its reach and looking to put down roots where destination and community are at the forefront.
“The development of the Southern Tide signature stores and wider retail programs has allowed our brand to reach new consumers in areas that are important to us,” said Southern Tide CEO, Christopher Heyn. “Now more than ever data is driving retail decisions, and content is a key factor in helping brands anticipate consumer needs. With these new stores and retail partnerships, we as a brand are advancing the Southern lifestyle that Southern Tide exudes every day.”
Southern Tide’s signature stores cater to consumers looking to incorporate Southern lifestyle and heritage into their wardrobes, even if they don’t live in the South. As personal style and localization remain top of mind in consumer purchasing habits, Southern Tide looks to increase their brand awareness and retail footprint by partnering with local entrepreneurs who own and operate Southern Tide signature stores. Since beginning the program in 2015 with the opening of the Kiawah Island store, the brand has worked with local owners all over the U.S. to open a steady stream of Southern Tide signature stores. When selecting new signature store opportunities, Southern Tide looks for wholesale partners with experience in regions that showcase the brand’s spirit of an active lifestyle while still adhering to the look and feel of the brand’s design aesthetic.
The brand recently announced the openings of signature stores in Raleigh, Asheville, and Wilmington, NC, and is now widening its reach to Vero Beach, FL; Westport, CT; Nantucket, Chatham, Lynnfield and Mashpee, MA; and Mount Pleasant, SC. These stores are set to open between March and May 2018. The newest Southern Tide signature stores will feature Southern Tide apparel as well as various styles of specialty ties, bowties, and pocket squares, which were created with licensed partner Harry Bachrach, along with a well-curated selection of other compatible lifestyle brands.
The overall retail expansion strategy is all part of Christopher Heyn’s “Bricks, Sticks and Clicks” methodology. Through reimagined brick and mortar stores to online shopping to curated social media content and mailed catalogs, Southern Tide truly believes all consumers digest information differently. In order to be successful, a healthy mix of all communication vehicles is necessary. The brand continues to recognize their vital partnerships with men’s and women’s specialty stores and is represented in over 750 specialty doors in 45 states across the United States. Over the last three years, Southern Tide has increased its department store presence from 15 to 95 doors and has expanded its signature store program to include 14 locations by July 2018. The brand has more than quadrupled its college campus presence, as well as significantly increased its appearance in country clubs and resorts in the last three years.
For more information on these upcoming stores, retail accounts and the Southern Tide brand, please visit www.southerntide.com.
About Southern Tide
Founded in 2006, Southern Tide is a Greenville, S.C.-based lifestyle apparel brand that boasts exceptional craftsmanship and classic design. Southern Tide is best known for its Skipjack Polo, deemed by many to be the finest, most comfortable polo shirt. In addition to the Skipjack Polo, Southern Tide offers a variety of apparel and accessory products. Southern Tide is available for purchase in more than 850 specialty retailers and premium department stores in more than 45 states across the United States as well as online at www.southerntide.com. Southern Tide is a wholly owned subsidiary of Oxford Industries. (NYSE: OXM)