CHARLESTON, S.C. – Home décor brand Serena & Lily recently opened its 19th design shop in the historic French Quarter of Charleston, S.C., engaging in a community that is passionate about design.
“So much about Charleston resonates with us, from its coastal setting to its commitment to historic preservation and the storied streetscapes that give the city its unmistakable charm,” said CEO Lori Greeley.
The Charleston Design Shop is housed in a building dating from the late 19th century that was restored to preserve its original exposed brick walls, ceilings and notable architectural features, including the facade’s arched carriageway. The two story, 4,900-square-foot space leads into an exterior courtyard, complete with a fireplace and an additional 2,250 square feet.
“The arched carriage entrance, courtyard, and original interior staircase all provide an authentic context for our furnishings, mirroring what it’s like to bring Serena & Lily into a historic home,” Greeley told Home Accents Today. “Additionally, having a two-story store allows us to show more of our designs than some of our smaller locations. It was also fun to use our Beaufain wallpaper in this shop since the inspiration for the pattern came from a local Victorian home on Colonial Lake.”
The Charleston Design Shop features Serena & Lily’s signature bedding, wallpaper and rug collections as well as a curated assortment of the brand’s original furniture, lighting, upholstery and accessories. The courtyard is furnished with the brand’s proprietary outdoor furnishings.
There is also a rotating art gallery of original works and prints from the company’s art collection, featuring Charleston artists Raven Roxanne and Haley Mathewes, and a swatch display with more than 300 Serena & Lily textile and wallpaper designs. Comprehensive customization is available for upholstered furniture and natural rugs.
Serena & Lily Interiors, a team of SCAD-trained design advisors who are experts in the brand’s assortment, is on-site to deliver product recommendations.
“Visiting a brick-and-mortar location helps customers appreciate the lasting quality of our collections — they sit on sofas, gather complimentary fabric swatches, and pair products in-person to get a tangible idea of how their space will come together,” said Greeley. “We are accelerating the pace of our Design Shop expansion in response to how helpful the real-life experience is for our customers.”
As Serena & Lily expands its physical presence, it is balancing capital investment in stores with digital growth.
“We strive to meet our customers wherever they want to shop,” Greeley said. “Our website platform is the same for online consumers and Design Shop associates, which gives us firsthand insights into how to create the best digital experience. We really see investment in each channel complementing and supporting the other. We have been fortunate to have a strong return on investment in our retail spaces, which helps to fuel future growth.”
