A luxury brand in the U.K. that’s earned fans among British royalty is heading to Texas after launching in New York.
ME+EM is set to open in early December with over 2,200 square feet at NorthPark Center in Dallas, according to an announcement. It will be the British label’s fourth store to open in North America this year.
“Our global store strategy has been to stay very close to our customer data; from this, we know that we have a large, and growing, audience in Dallas, so we’re excited to be able to service these customers with a beautiful new store,” said Clare Hornby, founder & CEO, said in an email to The Dallas Morning News.
ME+EM has picked up momentum as it gains fans such as Kate Middleton. It’s been called the royals’ “secret style weapon” and a favorite of the Princess of Wales. It’s also gained fans with stars such as Margot Robbie and Lupita Nyong’o.
The company, which got off the ground about 15 years ago, provides a wide variety of clothing and accessories for women. ME+EM offers what’s called “Intelligent style” with each piece aiming to “ensure it is flattering and functional, with wear-forever appeal.”
For NorthPark, it’s another addition for a lineup that includes high-profile brands from Europe and beyond. That includes the House of Givenchy and plans for Prada’s new store.
The new ME+EM Dallas site, in addition to serving existing fans, aims to attract new patrons, Hornby said. It will allow local customers to discover curated monthly edits — and that includes printed silk shirts and cashmere knitwear in December.
“Our stores are the very best place for customers to experience the brand for the first time,” Hornby said. “… Our principle of outfit building is one of the main focuses for how we merchandise our stores, so the in-store experience is designed to help customers really understand how to layer together different pieces and build cohesive outfits that are flattering and functional.”
It now has two stores in New York City and another in East Hampton, N.Y., according to its website.
