Veronica Beard's global expansion plows forward with new stores in Toronto, Seoul
From its tailored-ease concept, product offering, and female leaders, Veronica Beard is a hard label to resist.
The founders, Veronica Swanson Beard and Veronica Miele Beard, are ladies who married brothers and based the line on the Dickey Jacket, which gave a layered two-piece look without the bulk.
When paired with denim, the look conveys an effortless style that boasts versatility thanks to interchangeable mock hoodies and denim jackets that fit within the blazers. With the addition of dresses, separates, swimwear, and accessories, the brand has become a contemporary-price point lifestyle line.
Launching in 2009, Veronica Beard has grown to include 21 stores in the U.S. and is now expanding globally, with two new stores in Toronto and Seoul up next. FashionNetwork.com spoke to the duo about their latest international outposts to follow London, which opened in June 2022.
FashionNetwork: In late March, you opened in Toronto. Why was Canada an important next step?
Veronica Swanson Beard: Our customer is in Canada. We believe in meeting our woman where she is. If she is here, we want to be here, with a full wardrobe that addresses her multifaceted life.
Veronica Miele Beard: We are so grateful to have this space in Yorkville. It's the perfect community for us, full of women who want to look and feel amazing doing what they love.
FN: Are there particular styles the Canadian customer responded to online more than the Americans?
VSB: Similar to the U.S., our Canadian customer is drawn to the wardrobe heroes, the emotional pieces they can't stop wearing over and over again—like our jackets and outerwear, which have always been our strongest category. We have loyalists for our denim, footwear, and dresses, too. We are obsessed with fit, and our customers trust us to outfit them season after season.
FN: Tell me about Yorkville - why was this neighborhood chosen? Who are your neighbors?
VMB: We want to be in neighborhoods where the community gathers, places with quaint cafes to pick up an espresso, and a park for walks with the kids. Yorkville is that kind of destination and a dream location for Veronica Beard.
VSB: Yorkville is the premier shopping destination in Toronto. It is a place to shop, stroll, and get lunch. We always want to be in retail locations that feel alive, that pulse with the locals' energy. (Editor's note: Chanel, Versace, Balenciaga, and The Webster Toronto are among the retailers in the shopping area. This Veronica Beard store was designed in partnership with interior designer Carolina de Neufville.)
FN: Next stop, Seoul. This is your first venture into the Asian market. Why was this the essential first location in the region?
VMB: Seoul is one of our favorite cities—the culture, the energy—there is no place like it.
VSB: Opening in Seoul is a great gateway for us into the Asian market. We are excited to expand our global footprint in the region and build our presence.
FN: In terms of offerings, are certain styles or colors resonating in this market more than others? If so, what are those?
VMB: Korean women are incredibly chic and have a great sense of style. We find our brand signatures resonate with them—our jacket offering, our denim—we love seeing how they make the collection their own. The women of Seoul have the coolest personal style.
FN: How does the store design factor into each location? Do you skew or tweak a design to fit the area's mood?
VSB: All of our stores are designed with the specific market in mind; we want to ensure our stores are not only a place to shop but also a place to gather and be inspired. Our stores are an articulation of who we are—from the highly personalized services offered to the community events hosted and the inviting atmosphere created. We believe in community building and bringing women together, so we host many events in our stores—over 350 annually.
(Editor's Note: According to the brand's website, four times a year, in-store events donate 10 percent of the day's sales to charity partnerships that include the Women's Alzheimer's Movement, Operation Smile, Feeding America, and the American Heart Association.)
FN: Tell me a bit about the design of these two locations. What aspects make it unique to the area?
VSB: All of our boutiques are furnished with one-of-a-kind finds and antiques, many carefully sourced from local shops—an eclectic mix with brass and rattan being a few of the visual connective threads. Our signature Pierre Frey leopard print is used throughout to punctuate the space with character and bold energy.
FN: What region of the world are you focusing on for a store following Seoul?
VSB: We are focusing on US expansion through the year 2023.
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