Maeve, an in-house label of Anthropologie Group known for feminine design, is evolving into a stand-alone brand. Launched in 2005, it has a strong customer base, ranking as the most searched brand on anthropologie.com and driving millions of TikTok views. The first Maeve store will open in Raleigh, N.C., in October, with plans for three more locations in the following year. The brand's emotional connection with customers and its consistent growth led to its independence, offering a more impactful experience.
"Maeve has emerged as a true driver of growth within Anthropologie's portfolio. Its consistent performance, combined with our customers' emotional connection to the brand, made this the right moment to evolve Maeve into a stand-alone identity."
"Maeve has had kind of a viral presence with our customer, and we always listen to our customers, watch how they're interacting with different labels or different brands, and then decide how we should grow things."
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