Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/753030
patterns and prints — Sarmiento noticed its popularity start to surge about a decade ago, as "boho chic" blouses, skirts and sweaters began appearing in a variety of stores. Consumers were dressing more for outdoor barbecues than for coktail parties."You see it everywhere, and I just thought, 'Let's own this whole category,'" said Sarmiento. Whereas some apparel retailers sell a variety of fashion styles to accommodate a diversity of tastes, Sarmiento prefers a more targeted approach. "What I really liked about White House Black Market is that the brand was very clear," said Sarmiento. "That's what I am trying to re-create with Boho Nation, where it is a very clear brand and very specific style," he said. Urban Outfitters' Free People and Anthropologie chains take a similar tack. Parent company Sarco introduced the Boho Nation concept through a pop-up store at Westfield Annapolis (Md.) in August 2014. Severna Park, Md.–based Sarco now operates four stores and has plans to open 10 more this coming year. The Severna Park Boho Nation store opened in November 2015, and the one in Towson, Md., opened this past March. The chain's two additional stores operate at the Paseo Caribe mixed-use center, in San Juan, Puerto Rico (since May) and at One Loudoun, in Ashburn, Va. (as of October). At press time the company was in the process of relaunching its website, complete with the introduction of an online sales platform. Sarmiento is also testing a shared-store format pairing the Boho Nation banner under a single roof with a sister concept called Boho Blanco — a vendor of bohemian-style upscale resort and beach wear. The San Juan and Ashburn stores operate in this dual-store format. Going forward, the company will be focusing on the combined format, with stores measuring between 2,200 and 2,600 square feet. Expansion in the near term will probably concentrate on the West Coast, the South and the Midwest, Sarmiento says. "We are going to be looking around the country for the right opportunities." Initially, the emphasis will be on lifestyle centers and high- profile streets. Sarmiento says he thinks Boho Nation can be as successful as White House Black Market, which he managed to build into a 100-store operation before its sale to Chico's for a reported $90 million. As the new concept grows, Sarmiento anticipates that it will eventually begin designing its own fashions. "It is tailored towards women who like their own individuality," he said. "It is more of a lifestyle way of dressing, and I think it really speaks to what is going on in women's fashion today." n 40 S C T / D E C E M B E R 2 0 1 6 S T O R E F R O N T S