Formerly a catalog-only brand, Soft Surroundings will open its local bricks-and-mortar location on Friday at the site formerly occupied by Ann Taylor.
Officials said the apparel and home goods are designed exclusively by and for the brand, and the beauty department will feature complimentary cosmetic and skin care consultations as well as regular events.
“We couldn’t be more excited to finally bring Soft Surroundings to New Mexico, specifically to ABQ Uptown,” Danny Boddy, senior vice president of retail, said in a statement. “Our brand is all about slowing down life’s rigorous pace and taking the time to rejuvenate and take care of one’s self. We feel strongly that this is something that the women throughout the Greater Albuquerque area can relate to and we are excited to give them an opportunity to experience what we are all about.”
The chain uses its catalog database and sales history to dictate where new stores are added. The Albuquerque store, at 2261 Q St. NE, will hire 20 people. “That’s more staff than you would normally find in a typical boutique,” said Jessica Conick, senior public relations specialist.
The store, which will occupy a 5,000-square-foot storefront, has the kind of merchandise that really resonates with women “50 plus” but has something for women of every age, said Conick. “That’s what’s nice about our offerings,” she added.
“I’ve also ran into a lot of guys in our stores, especially at the holidays, who are looking for something special for the women in their lives,” said Conick. “You can never go wrong with gift certificates,” she hinted.