As 20th century mall retailers die off (remember Delia's? Cache?), we know chain stores must change more than their t-shirts to be relevant to a new generation. Could bible quotes, philanthropy, and staff volunteerism be the answer? It fits with the millennial quest for meaning—even at the mall. Enter Altar’d State. The fast growing, privately-owned chain with more than 70 locations nationwide opened its first Twin Cities store this week at Mall of America.
The merchandising is on par with Free People, from the magical holiday windows to the fireplace and mantel, and cozy areas to create different experiences throughout the store. Like Anthropologie, women’s apparel is interspersed with pillows, blankets, bath products and other gifts and home goods. The clothing also has a similar boho vibe, although it skews younger and less expensive than sister brands Anthropologie and Free People. Another big difference: you’ll notice bible verses on many of the home items. And suddenly the name, Altar’d State, makes sense! The company wears its spirituality on its sleeve...and weathered wood signs.
Less obvious as you browse, but equally significant to Altar’d State’s mission is a commitment to volunteerism. Mondays at the store are known as “Mission Monday,” with 10 percent of net proceeds donated to a local non-profit selected by the store's staff. In addition to giving locally in each community where it does business, Altar'd State sponsors children in high risk areas of Peru. The company also promotes volunteerism from within, paying its staff for up to four hours of volunteer work each month.
That mission will be on full display at Altar’d State’s “Stepping Out to Stand Out” grand opening event on Saturday. There will be refreshments, giveaways, and a volunteer registration table with HandsOn Twin Cities to encourage shoppers to get involved in the community. The event takes place Saturday, Nov. 12, 1-4 p.m. Altar’d State is located on the first level, north side, near Nordstrom.
