On Friday, boho apparel retailer Free People will join its sister brands Anthropologie, BHLDN, and Urban Outfitters on M Street in Georgetown.
The new location, which is Free People’s 110th boutique, is the first to open in the District, and according to Beth Wehagen, director of retail for Free People, it’s been a long time coming.
“M Street has been a place we’ve wanted to move into for quite a while. The best of the best retailers are there, so the co-tenancy feels strong and people have made amazing capital investments in rehabbing the buildings on M Street,” says Wehagen. “It feels like one of the most energized parts of the city in terms of retailing.”
The brand’s laid-back, bohemian vibe might seem a bit out of place in a town as driven and buttoned-up as Washington, but Wehagen assures that the Free People’s other stores in the DC area have been very successful.
“I think on the weekends and at night, the same person who’s driven is also interested in feeling great in her casual clothing and wanting it to be reflective of her personality,” says Wehagen.
The new boutique will occupy a space formerly filled by restaurants–the failed Fino Italian among them–between Hu’s Shoes and Sprinkles Cupcakes. The three-story, 4,770-square-foot boutique will follow the brand’s recent efforts to create more continuity between their online and brick-and-mortar offerings, featuring the newly expanded intimates collection and an “FP Collection” shoe shop.
Though it can be a bit of a squeeze for any retailer moving into Georgetown’s tightly-packed rowhouses, Wehagen says the Georgetown location–with its residential-inspired wooden staircase and wood truss ceiling–just might be the brand’s new favorite.
“People internally and in the architecture departments are very, very happy with how it turned out,” says Wehagen. “A lot of people are saying it’s their favorite store in the chain, which has been exciting to hear.”
Free People will celebrate the opening on Friday, August 21, from 6 to 8 PM with light refreshments and in-store stylists to guide guests through the store. Arrive fashionably early–the first 50 customers on the scene will receive a Free People tote bag.
Free People will be located at 3009 M St. NW.