Social media darling Parc Boutique plans to open a second location at 50th & France—in the space Paperista will give up next month. It's a great way to reach suburban shoppers who are never going to zip over to Northeast Minneapolis (a shame!) for a maxi, and perhaps more importantly, an introduction to their style conscious daughters, who are no doubt already following Parc on Instagram and #obsessed with its modern, minimalist vibe—at prices more reasonable than the average Edina boutique.
Parc could actually push the neighbors to step up their game—owner Thao Nguyen has done such an impressive job of evolving and editing the look of her store—both online, and in the space—and stepping up the fashion without stepping up prices. Her spot-on collaborations with Minneapolis-based Hackwith Design House and photographers such as Wing Ta of Canary Grey that share her bright white and spare aesthetic have allowed Parc to become bigger than its four walls, and cultivate an international audience.
"I have been searching for awhile (for a second storefront) and was waiting for the right neighborhood and space," Nguyen says. "Of course 50th & France is the ideal shopping destination. For Edina, I'm envisioning a small shop to focus on a curated collection of small goods such as apothecary, modern minimal jewelry, and accessories which is something we just introduced recently to our Northeast Minneapolis location and has been doing phenomenal. I'm very excited to bring these brands and products over to Edina!"
To get in good with the Edina crowd, Nguyen is going to need to put in a lot of face time. I can't help but recall St. Paul boutique Stephanie's short-lived 50th & France experiment which proved that just because a store is hot in one part of town doesn't make it an automatic success in another, especially one like 50th, with so much competition. Boutiques tend to thrive on the energy of their owners, and it's tough to be two places at once. But I'm guessing Nguyen is up for the challenge, and her space will no doubt be a wow. Parc can expect a warm welcome from new neighbors like Spruce Flowers & Home, which already provides the succulents that decorate Parc's weathered wood display tables. #essential
Parc plans to open in Edina in September.