Luxury designer ME+EM continues its stateside expansion with a new location in Dallas.
The UK-based label is officially at NorthPark in Dallas after opening two other stores in Manhattan and East Hampton.
“No third parties mean no unnecessary mark-ups. It’s the very simple reason why we no longer have to choose between luxury and cost. I’m proud to say that ME+EM was the very first luxury brand in the UK to disrupt the market in this way, paving the way for a new vision of womenswear,” reads a description of the brand from CEO and founder Clare Hornby.
The new location in Dallas will occupy over 2,245 square feet. American architecture and interior design firm Janson Scuro collaborated on the store’s design. Expect a classic pink palette and plastered walks, with an aesthetic blend of American and British-inspired style.
The brand is known for creating complete outfits. Each month, the store circulates curated edits for inspiration. This month, ME+EM is featuring printed silk shirts and cashmere knitwear. The store is also displaying its popular cheesecloth warm-weather wear.
Hornby says Dallas’ market was ripe for expansion.
“Our [expansion] strategy relies on a mix of data, customer feedback and intuition. With Dallas, we knew from the data that we had an existing customer base there, with a high percentage of VIPs. Anecdotally, it was a city continuously mentioned by customers visiting our other U.S. stores. It was our intuition, however, which led us to the NorthPark Center. It felt like the right setting and brand mix for our ‘modern luxury’ proposition,” she said, per Yahoo.
According to Hornby, Texans travel frequently, both within the United States and abroad. This fact helped shape the items the NorthPark store carries.
“Where we see these nuances in seasonality and categories we will skew our local store buy to cater specifically to local customer habits,” she said.
ME+EM is not the only luxury brand arriving at NorthPark. Earlier this year, The Dallas Express detailed plans for a Prada location at the mall. At over 11,000 square feet, the Prada store will be nearly five times as large as ME+EM once it opens.