Boston Proper rechristens itself 'Beyond Proper by Boston Proper'

By

Arati Menon

Published
Feb 6, 2018

Women's retailer Boston Proper has just announced a rechristening of the brand to ‘Beyond Proper by Boston Proper’. The old name was, in fact, a bit of a misnomer, given the Boca-Raton based brand has little to do with the city of Boston.

President Sheryl Clark explained this in an official statement that was published on its site and social media platforms, saying, "We're not from Boston. Never have been, and we knew it was time for a name that fully embodies our beloved brand."
 
Clark also used the opportunity to assure customers that the new name does not signify any change in strategy or re-branding. "We're not re-branding. We're not turning our backs on years of loyalty, memories and stories that made us who we are." 

The retailer makes it a point to stress that it will continue to cater to stylish women of all ages, selling mid-market contemporary clothing, footwear, jewelry and other accessories.
 
Boston Proper began as a catalog-based company in 1992. Previously owned by Chico's Fas Inc., the business was sold in 2016 to an LA-based investment firm. Following the sale, the brand closed all of its brick-and-mortar locations to focus on catalog, website and social media to sell its clothing.
 
Ms Clark hasn’t, however, ruled out the opening of stores in the future.