AtlantaMagazine.com
May 1, 2017
Serena & Lily is taking over the Star Provisions space in Westside Provisions District.
The Atlanta location will be the Sausalito-based company’s first store in the Southeast.
Serena & Lily, the Sausalito-based home decor company, will be opening its first brick-and-mortar store in the Southeast at the Westside Provisions District. They will take over the space once occupied by Star Provisions. The takeout shop, now called Little Star, will expand slightly and remain in its current spot, says Michael Phillips, president of Jamestown, which owns the center. Plans for Bacchanalia’s former space have not yet been announced.
Phillips, who was introduced to Serena & Lily by Newell Turner, editorial director of Hearst Design Group, says he’s been talking with the brand for several years. The company’s other stores are housed in one-of-a-kind buildings such as a San Francisco brownstone and a Queen Anne Victorian house in Westport, Connecticut; so Phillips knew the Westside’s industrial character as a former meat-packing plant would appeal to their aesthetic.
The online retailer, which was founded in 2003 by Serena Dugan and Lily Kanter, began opening design shops in 2013. The Atlanta location, scheduled to open as soon as early November, will be its sixth and first in the South.
“How can you not want to be in Atlanta?” says Serena & Lily CEO Lori Greeley. “First and foremost, Atlanta has some of the nation’s top designers. We’re definitely inspired by a lot of work in the area. It’s the perfect place to plant our flag in the Southeast.”
Although Serena & Lily launched with nursery bedding, the company is now known for furnishings and accessories with a chic coastal vibe. Greeley notes, “The magic of being able to enjoy the outdoors almost 12 months of the year is part of our DNA”—and a passion shared by both Southerners and Californians.
The company, which plans to open as many as five more stores over the next year, has found that physical locations complement their online commerce—especially for big-ticket items like upholstered furniture. “We’ve found people want to sit on things and bring in their spouse for the big investment,” says Greeley. The 3,300-square-foot space will include both vignettes and a work area, where shoppers can work with store consultants or their own designers.
Original art has also been a critical part of the brand’s product mix, and Atlantans can expect ever-changing displays in the new shop. “Art is what makes your home not just beautiful, but somewhere that feels like you,” says Greeley. “Anything we can do to celebrate creativity and individuality, we want to do. We’re not in the art business because it’s the big money maker. We’re in the art business because we think it’s the right thing to do.”
With the recent opening of Design Within Reach’s showroom and now Serena & Lily, Westside Provisions seems to be capitalizing on the district’s early roots as a destination for decorating enthusiasts. Phillips cites area pioneers like Bungalow Classic and Kolo Collection. He also notes, “I discovered the area because of fabric stores like Lewis & Sheron and Forsyth. Decorative furnishing is what took me there. It’s the design district of Atlanta.”
