Legendary clothier debuts Suburban Square pop-up.
Suburban Square got a lot more stylish this month when upscale Philadelphia clothing emporium Boyds opened a pop-up shop in the space formerly occupied by Urban Outfitters. With an inventory of men’s and women’s clothes, shoes, and personal care products, the store is supposed to be open until January 2021, but it could stay open longer—a possibility floated by Missy Dietz, Boyds’ director of business development. Sales were strong opening week, and Dietz sees the Ardmore location as an extension of the flagship store on Chestnut Street in Philadelphia. “That’s still the crown jewel, but a lot of people don’t have the time or interest to go into the city to shop,” she says. “Now we can serve them here.”
The curated selection at the Ardmore location is extensive, with product rotating weekly. Josie Bruno Vintage, Tagliatore, Stand Studio, Herno, Ermenegildo Zegna and Parajumpers are among the designers available. As opposed to the 70-30 ratio in Philadelphia, the Ardmore store is 50 percent women’s clothing, targeting Suburban Square’s decidedly female shopping base. This Boyds doesn’t even have suits, reflecting the increasingly casual nature of workplace attire. “Our customers want excellently made clothes that are comfortable and stylish,” says Dietz. “We’re also seeing a big demand for jackets and outwear. I think everyone will want to extend their time outdoors as much as possible this year.”
Owners of Boyds for four generations, the Gushner family had been eyeing a second location even before summer rioting resulted in vandalism at the Philadelphia store, which underwent a multimillion renovation in 2018. Dietz says the Gushners scouted locations in Wayne and other towns. As for the Suburban Square locale: “We knew this was the right spot for us,” Dietz says. “Our customers seem to agree.”