When it comes to opening new retail stores, LOVESHACKFANCY has specific criteria. The company, known to address a multigenic audience with its dresses, accessories, perfumes and clothing and clothing, are not content to land in a street or in a shopping center.
“We have just celebrated our 20th store,” said Rebecca Hessel Cohen, founder and creative director of Loveshackfancy, referring to the new Aspen store that she described as a “little jewelry box”.
“It is 1,300 square feet and it is in a perfect place and open during the spring holidays,” said Stacy Lilien, president of Loveshackfancy, who was interviewed with Hessel Cohen last week on Zoom.
“It was simply incredible. We are really excited to be there, ”said Lilien. “The customer is so multi-generational there. I was surprised that there were a lot of customers my age and sought to shop. She was looking for something special. The women called for all regions of the country and wanted to spend XY and Z and (asked) “draw an incredible rack for me”.
Rebecca Hessel Cohen in front of the new Aspen store.
Loveshackfancy courtesy image
“We open another” temporary to hope “store of 1,800 square feet in Charlotte (NC),” added Hessel Cohen. The store, which will be their 21st location, opens on Thursday.
On April 4, Loveshack Fancy opened a store in Kiawah Island, SC, because “our Charleston store is incredible”.
“We are really big in the Carolines these days,” said Lilien. “It’s so charming, by the sea, it’s so pretty,” she said. The Aspen and Kiawah Island store is open 12 months a year. The Kiawah store is approximately 45 minutes from the Charleston store.
Describing their criteria to open new stores, Lilien said: “We really prefer lifestyle centers that have food and drinks.” Hessel Cohen said they had never opened anything in an interior shopping center, it is more the Royal Penciana Plaza and the type of Highland Park village type. “We are looking for stores where she is going to have lunch with her mother, then they shop and spend an afternoon,” said Lilien.
The new LOVESHACKFANCY store in Aspen.
Courtesy
Hessel Cohen said that in the Palm Beach store in the Royal Poinciana Plaza, for example, “it’s grandmother, mother and daughter, and they are going to have lunch in Sant Ambroeus and they come to stop, and they will meet their friends and come on their bike later. Especially in the South – Charleston, Palm Beach, Dallas – These stores have energy, music, drinks, it’s like a big hug when you enter, “said Hessel Cohen.
Customers asked for the new Charlotte store in Loveshackfancy. “Sometimes when we posted:” Guess what opens next? ” Charlotte was at the top of requests, “said Hessel Cohen.
“I think it’s going to be really exciting,” said Lilien, who said they were analyzing how their electronic commerce takes place in certain places to determine where to open a store. “We do a lot of pop-ups and this is how we learn on the unexploited markets that we have not entered,” she said.
When they were asked which cities are on their list of wishes, Lilien said: “We certainly have a large list, but we will keep it internal, especially with what is happening in the world. We plan to open four others this year. ” Overall, in 2025, there will be six to eight new stores. They plan six to eight new stores in 2026.
A look at the Aspen Loveshackfancy store.
With the kind authorization of LOVESHACKFANCY
All LOVESHACKFANCY stores, except for one, used the same interior decorator. “We use the location to really build,” said Hessel Cohen. There are stores near preparatory schools (Madison Avenue in New York), in university cities with a large Greek presence (Charleston, Nashville and Austin), and resorts such as Palm Beach and Kiawah Island.
The most successful store in the fleet is the unit of Palm Beach of the Royal Potciana Plaza, which is its smallest store “and is not even 1,000 square feet,” said Lilien.
“There are a lot of developers who have developed these high luxury shopping centers such as the Royal Poinciana. While they are starting to open others in different cities, there is also this partnership, “said Hessel Cohen. The owners of Highland Park Village bought a participation in the high level of Phillips, a retail center in Charlotte, where Loveshack Fancy will open her long-term pop-up store. “We open places in the same ideas close to luxury brands like Hermès and a more competitive market such as a Zimmermann or Veronica Beard type space,” said Hessel Cohen.
As for the number of stores that Loveshackfancy can support, Hessel Cohen said: “Now that we have so many categories – we are becoming active, we grow swimming, perfumes, beauty, house – there can really be many spin -offs. year.”
When asked if all these retail stores have done well, and if they had to close the sub-performants, Lilian said: “They are doing very well. As we grow, we are looking for the elements of the company in stores and which parts can leave. Some stores do not have all different categories. ”
In Europe, the company has a store in London and is impatient to open more, especially in Paris. “Paris is such a source of inspiration and where I travel and that I obtain myself,” said Hessel Cohen, so that the city is definitely on the list. Right now, their largest store, in terms of size, is in Charleston.
Growth opportunities could be a store in Loveshackfancy houses or a Tween Loveshackfancy store. They also see a lot of active and swimming momentum, said Lilian.
Eighty percent of the company is directly to the consumer and 20% is roughly.
The biggest big accounts of Loveshackfancy are Shopbop, Revolve, Saks, Neiman Marcus, Nordstrom and Bergdorf Goodman. Sephora is their only big partner for perfume. In the past year, they have faced a distribution partner, the Brama group, which oversees European distribution. “We hope to be able to develop even more internationally,” said Lilien. The private company refused to reveal its global income.
Production is mainly done in India, because their brand is so heavy in cotton with a lot of embellishments and embroidery. Due to the tariff situation, Hessel Cohen said they were looking to move China’s production. “We turn to Europe like Romania, Turkey and Poland, and we seek to move some of our pieces in Vietnam,” said Hessel Cohen. Silk fabrics will always come from China and will be made in India. They also have the cup in Los Angeles.
When asked if she was worried about price increases, Lilien said: “We work with our factories to try to absorb as much as possible. Prices will increase slightly. “
As for the rest, Lilien said: “We have so much room to grow in all the categories in which we are. In addition, with all the collaborations we do, we learn so much about the categories in which we are not. We have 20 collaborations this year, and we are already in 2026 and 2027, “she said.
She said they were doing swimwear themselves but have collaborations such as Goody Wetbrush, state luggage, Roller rabbit pajamas, Jewelry Kendra Scott, Tumblers Stanley, Pottery Barn and Bogner. “We have just launched the main pottery barn and we have a pottery and children barn,” said Lilien. “Our home category is still growing. We have a continuous partnership with Pottery Barn. This is the new way of license. They are fun and our customers love them. We have 1 to 800 flows. We have beautiful roses in miniature hat boxes.
Last week, the brand launched a limited edition rosé with Santa Margherita winesas indicated.
Santa Margherita Rosé and the Bottle in Rosé in a limited edition of Loveshackfancy.
Short shooting.
Hessel Cohen said they were going to companies where they love their products, and companies are product specialists “and we are able to give the lovehackfancy and fantasy and to the touch and to the history that makes it part of our world. It’s vast and fun for our client.
“It is a demographic and a different price and he just talks about so many different customers,” she said.
“We have seen so many new customers who have never bought Loveshack before,” said Lilien.