La Ligne Opens Its First Boston Store

La Ligne, the New York-based brand known for its stripes and classic essentials, opened a freestanding store in Boston at 135 Newbury Street on Tuesday.

This marks the brand’s sixth physical store, following openings on Madison Avenue in New York, Highland Park Village in Dallas, Palm Beach, Greenwich, Conn., and Marin County in California. This fall, the company plans to open a store in Charleston, S.C.

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The brand’s cofounders Molly Howard, Meredith Melling and Valerie Macauley strategically chose Boston as the next location after cultivating a dedicated following through trunk shows and activations in the New England area. They have previously hosted trunks shows at the Algonquin House in Boston (which is now the Quin House) and at private residences at One Dalton in Boston and in Weston, Mass.

The interior of the new La Ligne store In Boston.
The interior of the new La Ligne store in Boston.

The 1,500-square-foot space, its largest to date, will house the spring 2024 collection featuring dresses in seasonal colors and in-house designed prints, including their bestselling Constance ($395) and Vivian ($350) dresses, seasonless essentials and evergreen styles such as the Marin sweater ($295), Fitted Lean Lines sweater ($275), and its full range of denim. Custom monogram services are also available on select items.

“Opening our sixth location is a testament to our steadfast focus on continuously growing our physical footprint as part of our omnichannel strategy. We could not be more thrilled to join Boston’s vibrant community and become part of the fabric of the city’s rich history,” said Molly Howard, chief executive officer.

Olivia Wilde  is featured in La Ligne's spring ad campaign.
Olivia Wilde is featured in La Ligne’s spring ad campaign.

Interior designer Lien Luu was commissioned for the fourth time to create the store’s aesthetic that mirrors the shopping experiences in its other locations. Luu incorporated brass fixtures and detailed crown modeling to convey the look and feel of a chic, Parisian apartment, as well as personal objects from the cofounders’ homes.

The cofounders said they expect to host a big college crowd at the store. Since the schools are at the end of finals and having commencements right now, they are planning special programming to welcome the students and their families back in the fall. They are currently planning in-store events to welcome the community.

The cofounders will host and attend an official opening in June and have been in touch with local philanthropic organizations. They have plans for creative in-store programming during Open Newbury Street this summer. From June 30 through Sept. 1, the popular shopping street will close to vehicular traffic on Sundays, giving residents and visitors the opportunity to shop and dine at local businesses.

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