Bricks and mortar beats online for another independent boutique. On the heels of Minneapolis-based gift retailer Patina ceasing online sales, women’s boutique Lily and Violet is doing the same, going off line to focus on its Linden Hills store. “Our community in Minneapolis is important to us,” the retailer said in an email to customers. “We want to be able to recognize your face and know your name when you stop in to shop with us.”
Lily and Violet started online, a more youthful, modern offshoot to its parent store, Rick Rack. Then owner Ann McCabe decided to change the store to match the website, and the red house next to Turtle Bread became Lily and Violet with a focus on affordably prices women’s contemporary apparel and accessories, with home accents and gifts mixed in.
But while independent retailers have felt the pressure to compete online, some are realizing it’s not worth the hassle. (A trend I predicted earlier this year.)
“We really value our local customers and feel we are spreading our time, energy, and resources too thin by continuing to sell online,” McCabe says. “We will now be able to concentrate fully on the boutique and our wonderful customers.”
That starts with a porch and warehouse sale this week, which kicks off Thursday, May 14, from 4 to 7:30 p.m. with wine and gifts (while supplies last). The sale continues Friday through Sunday with 50 to 90 percent off.
Meanwhile, Lily and Violet is not completely eliminating its digital footprint. The company plans to use Facebook for “reverse showrooming,” to introduce new products that can be purchased through Facebook and shipped or picked up in store. 3413 W. 44th St., Mpls., lilyandviolet.com