Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/528948
market in the high-middle," Ghedami said. "Shoppers can browse an interest- ing, unexpected assortment of smart fashion finds. Lily Rain is all about creative merchandising. Inspiration for the product offering came from obscure European emporiums, open-air mar- kets, museums and best-kept-secret bou- tiques, with a goal of mingling fashion staples with quirky gifts. We focus on a value-driven offering, aimed toward a variety of age groups and price ranges." Lily Rain has subsequently opened four additional boutiques: at the Alamo Quarry Market, in San Antonio; Mount Pleasant (S.C.) Towne Centre; The Shops at Legacy, in Plano, Texas; and The Summit, in Birmingham, Ala. Ad- ditional shopping center store openings are scheduled for this year — at the Bar- rack Road Shopping Center, in Char- lottesville, Va.; North Hills, in Raleigh, N.C.; Ponce City Market, Atlanta; Short Pump Town Center, Richmond, Va.; Southlake (Texas) Town Square; Univer- sity Park Village, Fort Worth, Texas; and Woodway Collection, Houston. All the stores are company owned and operated. Next year the company will step back and take time to re- fine what it has created, according to Ghedami. "We will still be on track to open six to 10 stores, but all [of] that de- pends on availability of real estate." Lily Rain typically seeks about 2,000 square feet in outdoor lifestyle centers. And though the company considers the overall experience of its shoppers to be the most important thing, even more im- portant than which co-tenants happen to be located nearby, the retailer often oper- ates in shopping centers that offer a va- riety of high-end women's apparel shops and posh home decor stores. At Alamo Quarry Market, for instance, which draws from within a five-mile trade area (with 70 percent of sales coming from lo- cals and the rest from tourists), Lily Rain is a natural fit among Ann Taylor, Ath- letica, Gap, Lululemon, Pottery Barn and Starbucks, mall management says. "Lily Rain is a wonderful addition to our tenant mix at Alamo Quarry Mar- ket," said Chris Sullivan, vice president of retail leasing at San Diego–based American Assets Trust, which owns the shopping center. "The store is beautifully merchandised and includes a wide selec- tion of eclectic findings that you won't find anywhere else. The store draw cap- tures locals and tourists alike, and with a fresh selection constantly changing, it al- ways has something new to offer." S C T For leasing, contact Nima Ghedami, creative director of Lily Rain, at nima@lilyrain.com. r e T a i l i n g T o d a y J u l y 2 0 1 5 / S C T 33 D I V E R S I T Y R E C E P T I O N Thank You Sponsors assist the ICSC Foundation to fund two new scholarships: The Love Scholarship for Diversity and the Retail Real Estate Diversity Scholarship. Gold Sponsor Phillip Edison & Company ICSC Foundation and ICSC are proud supporters of Project REAP, the real estate industry's leading diversity initiative. icscfoundation.org • +1 646 728 3628 • foundation@icsc.org • #ICSCFoundation Platinum Sponsors Global Partner