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C. Wonder has found its niche, and that niche is southern women. The peppy, monogram-loving chain—whose website notes that its employees wear "an average of 8 jewelry pieces every day"—has decided to target consumers below the Mason-Dixon.
In under two years, C. Wonder has expanded to 20th stores, cutting the ribbon on its latest in Charleston, SC on Friday. WWD reports that next up is a store at The Summit in Birmingham, AL and another at the Streets at Southpoint in Raleigh/Durham, NC. More Southern locations are slated for next year. Shoppers in the area have responded strongly to the C. Wonder aesthetic, which is a careful blend of brightly-colored, conservative-yet-trend-conscious clothing and lifestyle items, all at reasonable price points.
Said a spokesperson, "The South is a very important market for us and we have exceeded expectations in our two current locations and we are looking to do the same in Charleston, Birmingham and Raleigh/ Durham."
· Southern Comfort [WWD, sub req]
· What the Team Behind C. Wonder Wears to Work [Racked]