DALLAS — Tory Burch was surrounded by guests wearing a glittering array of her tunics at the opening last Thursday of her fourth U.S. boutique at Highland Park Village shopping center here.
“This is my favorite store because of the high ceilings,” said Burch, perched on a cream sofa. “They’re all somewhat similar, but this is wider and cleaner and less busy.”
The 1,600-square-foot space is the designer’s largest and it is awash in Burch’s favorite hue — bright orange — with purple and green accents. It stocks her entire collection, plus accessories, including the signature espadrille shoe made for Burch by Vince Camuto and bold fashion jewelry designed in collaboration with Erickson Beamon. For fall, the company is expanding its shoe line to 25 styles and beefing up its handbag selection to about 10 looks.
“We’ve had a big client base from Texas since Day One,” Burch said. “The store is doing so well already. Hopefully we’re creating something that’s not already here, filling something at our price point.”
Burch didn’t reveal sales figures, but a person familiar with the store said it rang up more than $10,000 a day during these first two weeks of business.
The capacity crowd nibbled French fries served in paper cones and caviar while sipping champagne or sampling Burch’s favorite drink — a frozen blend of lime, mint and vodka called a South Side.
Burch’s next unit opens in May in Greenwich, Conn., followed by a store at South Coast Plaza in Costa Mesa, Calif., in August. The company is also considering the Galleria mall in Houston, Burch said.
“I’m thinking about Palm Beach [Fla.] or Nantucket [Mass.], where we could maybe do a short-term lease for the summer,” Burch said. “I’d like to be in Chicago and Vegas eventually and maybe East Hampton [N.Y.]. I think we’ll open three or four stores a year.”
Burch is developing a small tabletop collection of place mats, napkins, picture frames and pillows that she hopes to launch at the Greenwich store.
“We’re trying to get a small group together for the opening,” she said. “And we’re getting more into bags — I want to get behind that. Having retail stores, we can test different things.”