Ezra Best
Wanderer Traveling Boutique, a boutique on wheels that pops up all over Minnesota and Wisconsin, just launched an online store. Since its inception in 2016, local entrepreneur and mother Brittany Best has displayed her unique clothing and accessories in a 6-by-12 trailer complete with mood lighting and a fitting room. Now, while you can catch the Wanderer at the Minneapolis Holiday Boutique November 8-10, you can also get in some early shopping on its website.
Best had her sights set on an online store from the beginning, but juggling events, planning and inventory left little time for learning the ecommerce game. However, with a few years of success under her belt and a supportive team, the online store was ready for launch with the help of her “best friend and tech genius,” Megan Egan. (Her official title is online store manager, but we like how Best phrased it.)
With Bests’ visionary talent and Egan’s marketing background, Wanderer is expanding its reach in the fashion community. Of course, not everything at the mobile boutique will be online, but there is enough to hint at Wanderer’s eclectic style, which includes boho, grunge, outerwear, and Best’s favorite, vintage. “There is a lot of freedom in personal style, and I’m constantly inspired by people’s perspective on fashion,” says Best. “I have taken liberties in my shop to stock a larger variety of styles that you might not see at other boutiques. I feel like I would get bored if I stayed within one trend.”
Because of the range of styles, the boutique’s collection fits multiple generations. Best loves watching mothers, daughters, and grandmothers shop together, recalling a particularly fond moment when a grandmother and her granddaughter bought dresses for the granddaughter’s wedding. “It’s so satisfying for me. There’s something for everyone,” she says.
Whether you’re enjoying Wanderer in person or online, Best is devoted to providing a unique customer experience. As shopping becomes more of a routine and women go to their one store or their one online retailer, Best hopes Wanderer serves as a fresh way to shop. According to Best, shoppers are always a little perplexed when they first walk into the utility trailer, but the confusion quickly turns to delight when they see the fun, compelling pieces. “That is the experience that I am going for,” Best says. “Like stumbling on an unexpected mini adventure.”
