Belle Row Boutique reshapes business, combines online and pop-up shopping

Devon Bradley launched her clothing boutique in a traditional brick-and-mortar fashion. Today, she's transformed her business into a combination of online sales, pop-up shops and girls night out events that reach markets in multiple locations.

Belle Row Boutique moved to a new service model after a three-year run in a small retail space on E. Lake Lansing Road. As her shop captured the interest of fashion-minded customers from areas like Grand Rapids, Kalamazoo and southeast Michigan, Bradley decided to make a bold move. She closed the physical shop in early 2017, pushed traffic to her online storefront, and upped the number of creative on-the-road shopping experiences she offered.

"One of the fears of closing my brick-and-mortar store was that I would lose contact with my customers," says Bradley. "But now that I'm doing more pop-up shops, it allows me to keep and have that interaction which was the favorite part of my business."

Bradley describes her boutique as a trendy women's clothing shop that carries premium denim, dresses, coats, sweaters and plush staples. Shoes and accessories round out the eclectic mix of exclusive, feminine designs at prices that range from $20 to $80. A fashion enthusiast, Bradley handpicks each item with fashion vendors, and typically only purchases one to two items in each size. That, she says, ensures each customer walks away with something unique.

Since early 2017, Bradley has held regular pop-up events at The Runway in Lansing. It's a way, she says, that her online customers can come in and try on items to get a feel for the fabric and fit. Bradley stocks each event with her total inventory so a customer can buy what they like on the spot. She also features a special sale rack at each event that includes items that don't appear on her website.

"This model has been really beneficial," says Bradley. "I can travel around more and expand my market."

Bradley has grown her inventory from 25 vendors to nearly 100 in three years, and regularly travels to fashion shows to check out new and exclusive clothing lines. To discover a pop-up event, browse available fashions, or to schedule a girls night out with Belle Row Boutique, click here.

Source: Devon Bradley, Owner, Belle Row Boutique
Writer: Ann Kammerer, News Editor

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