Photo by Allison Kaplan
Primrose Park opens Saturday (October 11) in Northeast Minneapolis, offering an appealing mix of contemporary women's apparel and accessories. Located just around the corner from Parc Boutique, Primrose sticks to a similar price point, with most merchandise under $150, but the aesthetic is a bit more glam, for the girl unafraid of a little color or sparkle. Brands include Aryn K., Rosemunde, and Chan Luu, and several pieces I gravitated towards were by French line, See U Soon. Primrose stocks everything from jeans and sweaters to party dresses.
"I struggled to find clothes that resonated with me here," says owner Jennifer Carnahan, who is new to retail. The Maple Grove native has an MBA from the University of Minnesota and spent years in corporate marketing for big brands on both coasts, and locally, at General Mills, before deciding to switch gears.
She named the store Primrose Park after the Primrose Hill area of London, which she describes as "charming, quaint, and upscale," the same attitude she's hoping her store encapsulates. She's clearly put some thought into a cohesive look—for both the merchandise, and the store itself, which is decorated with some funky upholstered chairs that are intended strictly as seating, but customers will no doubt want to buy. 20 University Ave. NE, Mpls., 612-916-4668, primeroseparkmpls.com