Store Profile: Primrose Park in Northeast

A taste of swinging London arrives in Northeast.

Following a 15-year tenure as a brand manager, including work with several Fortune 500 companies, Jennifer Carnahan decided to apply her business knowledge to the world of retail. After moving back to her hometown of Minneapolis in 2005 following years of living on the coasts, she realized not only was there a gap in Twin Cities retail for upscale, difficult-to-find lines—“I was only shopping when I’d visit my friends in L.A. and New York”—but that she was eager to fill it. 

Named for London’s Primrose Hill neighborhood, the shop caters to the busy lifestyles of the working woman, the stylish mom, and the fundraiser-attending philanthropist, with sections grouped by themes: workplace-to-happy-hour, holiday parties, casual weekends, and more. 

Carnahan describes the Primrose Park customer as “career-oriented, well-educated, and involved with her community. She likes to travel, she cares what she looks like, and she considers it an extension of her personality.” Accordingly, the shop carries pieces that can easily be dressed up or down, including Red 23’s ultra-soft, faux-fur draped vest and a pair of silky slouch pants with gold-stitched detailing by Aryn K.

Carnahan also takes care to select statement pieces and items that offer a twist on the ordinary, including a sweater by French line Color Block that’s braided with ribbon and a Gorjana & Griffin bracelet and ring that are attached by a delicate chain. “They always have some sort of unique element to them,” she says of her finds. “I try to steer away from carrying anything too basic.”

The shop’s emphasis on the unique, feminine, and luxe carries over to its cozy interior, which features plush, velvet accent chairs, gold-trimmed walls, and a glittering chandelier. Carnahan says she styled the shop to have the feel of hanging out in your best friend’s (very large) closet. When can we come over? 

Primrose Park chest of drawers in store

Primrose Park rack of clothes

Primrose Park store floor