Earlier this year, Roe Wolfe owner Ashley Kilcher unexpectedly got word that her lease at her North Loop storefront would be up by the end of February, less than a year after opening. Fortunately, she already had a plan in the works to open a second location, at Edina’s Galleria shopping center. Today, that store opened its doors for the first time.
Similar to its North Loop version, the shop carries an eclectic mix of on-trend, contemporary women’s fashions at a range of approachable price points. But with the additional square footage and double the number of fixtures, the store carries about twice as much merchandise as its previous location. In response to the hole left in Galleria’s premium denim offerings since Len Druskin’s departure from the center last year, Kilcher’s filled out the added space by offering premium denim by AG, 7 for All Mankind, and later this month, Italian denim brand Maryley.
Kilcher has also expanded price points in both directions. On the more inexpensive end, she’s brought in Jack, a BB Dakota sister line. “It’s great for moms and daughters who are coming in together to shop, or for teenage mall roamers,” she says. On the higher end, she’s added leather handbags, backpacks, and accessories from Australian brand Elk, minimalist accessories by Minneapolis brand Goldfine Jewelry, and unisex streetwear by California brand Drifter. (“They’ve got these amazing sparkly knit joggers and velvet tops,” says Kilcher, “Their fabrications are really cool.”) Returning Roe Wolfe favorites include Scotch & Soda, Larissa Loden Jewelry, Chaser, and Sanctuary.
The store is also expanding its size offerings, including XL, with multiples in each size, with denim ranging from 25 to 32. (Sizes up to 34 or down to 23 can be special ordered.)
For the store’s design, Kilcher once again tapped designer Kevin Kramp, who decorated the previous Roe Wolfe space. His installations at the new store include a wall of colorful, criss-crossing tape and a billowy cash-wrap backdrop made from VHS tape strands. (Kramp counts Ax-Man Surplus as one of his favorites supply sources.)
For now, the shop is operating as a pop-up under a temporary lease, though they hope to be added as an ongoing tenant when the center expands to add a new wing later this year. Kilcher hopes to eventually open a new location in the North Loop, but is content to focus on building Roe Wolfe’s Galleria business for now.
So who exactly is the Roe Wolfe shopper?
“Well, everybody,” she says. “It is so eclectic. Teenagers all the way up to their grandparents shop with us. We have edgy streetwear, bohemian styles, and contemporary, on-trend pieces. I’m really excited to see how it will be received at the Galleria.”
Now open @ 3565 Galleria, Edina, 612-294-6583, roewolfe.com
More photos from inside the new store: