Tory Loves Texas

Tory Burch bets on Texas to keep shopping interesting with third Houston-area boutique

Tory Burch bets big on Texas with third Houston-area store

Tory Burch pre-fall 2017
A look from the Tory Burch pre-fall 2017 collection, the Devi pant ($298) and Haley coat ($658), that will be available at the new Woodlands boutique. Photo courtesy of Tory Burch

Tory loves Texas.

While many retailers are pulling back from traditional brick-and-mortar stores to concentrate on e-commerce, Tory Burch is forging ahead, with the Lone Star State as a major point of expansion. The designer, who recently celebrated the opening of her second London flagship, is planning a third Houston-area location to showcase her popular American lifestyle brand.

The newest Tory Burch store will open in late August at Market Street - The Woodlands, adjacent to Tiffany & Co. and Kate Spade. It will offer a wide range of Tory Burch ready-to-wear clothing, shoes, handbags, accessories, watches, and fragrances.

Like Burch's other full-service stores, the Woodlands boutique will exude an homey feel, with travertine floors in a basketweave pattern, white gesso chandeliers, oak panel walls, and custom-designed furnishings, including banquettes covered in a floral pattern, a leopard rug, and a Moroccan-style armoire inlaid with mother of pearl.

"We want it to feel as if you're walking into someone's living room where you can hang out and have a drink," Burch told Vogue UK about the design philosophy for her stores.

"I obviously believe in e-commerce but we're spending a lot of time as a company understanding what 360 means, omni-channel means and how we can really engage the customer. Online traffic is way down, so how do you make the store experience interesting and enjoyable?" she added.

The Woodlands boutique will be the 10th Tory Burch store in Texas. There are two Tory Burch stores in Dallas, one in Austin, and one in San Antonio, as well at two Tory Burch Sport stores (in Dallas and San Antonio), and a outlet store in San Marcos. The two other Houston-area shops include a full-service boutique in The Galleria and a store at Houston Premium Outlets in Cypress.