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4w ago

Anthropologie Spins Off Maeve Into Standalone Brand

Anthropologie is responding to record digital engagement by giving Maeve its own retail and social channels.

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Orlando, Florida, USA - January 28, 2022: An Anthropologie store in Orlando, Florida, USA. Anthropologie is an American clothing retailer.
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Overview

  • Anthropologie will open a standalone 3,000-square-foot Maeve store in Raleigh, N.C., this October and roll out three additional test locations over the next year.
  • Maeve will launch dedicated TikTok and Instagram accounts along with a Substack newsletter titled “& one more thing.”
  • The brand’s price range will mirror Anthropologie’s, spanning $28 to $248, and will include extensive plus, petite, tall and adaptive sizing.
  • For the Raleigh debut, partnerships include Rowing Blazers for women’s apparel, Goop for beauty collaborations and Jennifer Fisher for jewelry while a year-round tie-in with She’s the First backs girls’ education.
  • Last year, Maeve generated nearly 3 million searches on anthropologie.com and more than 10 million TikTok views, making it Anthropologie’s top-performing owned label.