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Reese Withspoon's Draper James has officially opened its very first physical store, in Nashville, according to WWD. The new brick-and-mortar Draper James covers around 3,000 square feet and is designed to look like a traditional Southern home. To nail down the homey aesthetic, Witherspoon brought on the same interior designer, Mark Sikes, who has been tasked with decorating the actress' own personal house. "There's a lot of shared references," Draper James's chief executive officer Andrea Hyde tells WWD.
The store's countertops are meant to look like a kitchen island, wicker chairs at the center of the store imitate a living room, employees distribute cupcakes and sweet tea to customers, and the location also features art from Southern artists and photographers. The store's windows are meant to look like the front porches that typically accompany Southern homes and based on pictures shared on Draper James's Facebook, the store uses the same vibrant colors and patterns seen on many of the brand's clothing designs.
Witherspoon also explained why she chose Nashville as the site of her brand's first store. "I grew up in Nashville and it's been such a direct inspiration for the brand," Witherspoon says. "It just felt like the right place for our flagship." However, she's not stopping there. Draper James already has plans to open its next store in Dallas and is looking at Charleston and Atlanta for the third and fourth locations. "We want to be very disciplined in our approach to a retail rollout," Hyde says. "We'll open one to two stores a year for the next five years. The growth is strategically well-planned. As we introduce product extensions, we'll choose brand partners...Customers have asked for bridal, shoes, and swimwear. We're only 21 weeks old. It will all come in time."