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Lifestyle Brand Opens First Local Store

Serena & Lily, the $18 million home and lifestyle brand headquartered in Sausalito, Calif., has officially entered the San Diego market.

Earlier this month, Serena & Lily opened its first local design shop, located at Carmel Valley’s One Paseo mixed-use village. The location will showcase the brand’s “signature coastal aesthetic, which blends classic influences with a fresh, relaxed yet refined approach to furniture, bedding, home accessories and interior design,” according to the company.

At nearly 6,000 square feet and the largest Serena & Lily outpost, it is situated near One Paseo’s International Smoke restaurant and The Butchery chop shop.

“We’re very excited to have found a home in Del Mar,” said Lori Greeley, CEO of the company. “With its beautiful, coastline, mountains, and the proximity to the city, the location is a natural fit for Serena & Lily. Even as we’re able to do more digitally and virtually, we’re thrilled to offer the unique, hands-on experience that our Design Shops provide to professional designers and interiors-lovers alike. We believe that now, as much as ever, one’s home should not only feel beautiful and comfortable, but highly personal.”

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The opening is timely as millions of people are staying home due to COVID-19 restrictions and the retail home furnishings category has seen an overall spike since the onset of the pandemic.

According to Comscore, a media, measurements and analytics company, tens of millions of Americans are buying new homes and remodeling their current abodes. Further, in August 2020, 74.2 million consumers completed a home remodel job in the last year, an increase by nearly 20% compared to the same period a year prior. Lastly, Comscore states tens of millions of Americans indicated they are very likely to purchase a new home in the next six months, which insinuates the interior design boom will continue.

Local Store Offerings

The brand’s local team of design advisors will be available via in-person, private appointments (for safety precautions) or virtual meetings, with the goal of tackling interior design projects of all sizes. To do so, the expert curators provide inspirations, mood boards, room plans and swatches as part of the Design Shop’s complimentary design advice offering.

At approximately 4,200 square feet of space, the interior of the San Diego store features Serena & Lily’s bedding, wallpaper, rug collections, furniture, lighting, upholstery and accessories. The swatch wall features more than 300 original Serena & Lily textile designs and a rotating art gallery of original works from the company’s ever-changing art collection by Southern California artists like Janet Bludau and Kate Sondag.

At nearly 1,600 feet, the façade will feature an outdoor patio space with greenery sitting directly in front of antique glass doors. A back terrace will showcase Serena & Lily’s outdoor assortment so that customers can easily visualize what a backyard design job by the company may look and feel like.

Public Perception So Far

Opened to the public Feb. 15, it seems San Diegans are pleased so far.

“We were very impressed with your newest Del Mar location,” said a pleased customer named Beverly Gee by way of an Instagram comment. “Our 2pm appointment today exceeded our expectations with tremendous knowledge and professionalism. Our 1936 Laguna Beach cottage will be well appointed.”

The San Diego addition joins other California locations, including Newport Beach, Pacific Palisades, San Francisco and West Hollywood. Atlanta, Georgia; Bethesda, Maryland; Boston, Massachusetts; Chicago, Illinois; Dallas, Texas; East Hampton, New York; Palm Beach, Florida; Summit, New Jersey; and Westport, Connecticut round out a total 14 Serena & Lily design shops around the country.

A Bit of History

Serena & Lily was launched in 2003 after a chance meeting between Serena Dugan, a painter and textile designer from Northern California, and Lily Kanter, an entrepreneur. The company started off as a collection of nursery bedding before categories were added and investors bought in, which led to the opening of 14 brick and mortar stores.

In 2017, Dugan left the company and in 2019, she started her own company, Serena Dugan Studio, a textile and wallpaper brand.

Kanter left her role as CEO of Serena & Lily in 2016 but remains involved as a board member. She’s since launched Boon Supply Co., an online retailer that sells lifestyle products. Greeley, formerly a CEO at Victoria’s Secret, was appointed in January 2016.

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