Veronica Beard, the beloved fashion label renowned for its tailored-ease concept and diverse product range, is embarking on its global expansion with the opening of two new stores in Toronto and Seoul. Co-founded by Veronica Swanson Beard and Veronica Miele Beard, the brand gained acclaim for its game-changing Dickey Jacket, which revolutionized the layered two-piece look with its innovative design. By offering interchangeable mock hoodies and denim jackets, Veronica Beard created a line of clothing that seamlessly blends style and versatility. Over time, the brand has expanded its offerings to include dresses, separates, swimwear, and accessories, establishing itself as a lifestyle line with a contemporary price point.
Since its inception in 2009, Veronica Beard has successfully launched 21 stores across the United States and is now setting its sights on international markets. Following the opening of their London store in June 2022, the founders discussed their expansion into Toronto and Seoul in an interview with FashionNetwork.com. According to Veronica Swanson Beard, Canada was a vital next step for the brand, as many of their loyal customers reside there. Their aim is to meet their customers where they are and provide them with a comprehensive wardrobe that caters to their multifaceted lives. Veronica Miele Beard added that the Yorkville neighborhood in Toronto was the perfect community for their brand, filled with women who aspire to look and feel incredible while pursuing their passions.
When asked about the preferences of Canadian customers, Veronica Swanson Beard revealed that they are particularly drawn to the brand’s wardrobe heroes, including jackets and outerwear, which have always been their strongest category. Additionally, the brand has cultivated a dedicated customer base for their denim, footwear, and dresses, thanks to their emphasis on fit and quality that has built trust season after season. The Yorkville neighborhood was carefully selected for its lively ambiance and community-oriented spaces, making it an ideal location for Veronica Beard’s store. Notable luxury brands such as Chanel, Versace, and Balenciaga also have a presence in the area, further solidifying Yorkville’s status as a premier shopping destination.
Moving on to Seoul, Veronica Miele Beard expressed their admiration for the city’s culture and energy, solidifying its position as an essential first location for their entry into the Asian market. Highlighting the importance of expanding their global presence, Veronica Swanson Beard views Seoul as a gateway to establishing their brand throughout Asia. The brand’s signature styles, such as jackets and denim, resonate with Korean women, who are renowned for their chic and unique fashion sense. Veronica Beard is excited to witness how Seoul’s fashionable women incorporate their collection into their personal style.
Regarding store design, Veronica Beard ensures that each location is tailored to suit the specific market it serves. The stores aim to not only be places to shop but also spaces that inspire and foster a sense of community. The brand hosts numerous events throughout the year, bringing women together and supporting various charitable causes. The stores are adorned with locally sourced one-of-a-kind finds and antiques, creating an eclectic mix of visual elements. The iconic Pierre Frey leopard print, a signature feature of Veronica Beard’s stores, adds character and a vibrant energy to the space.
Looking ahead, Veronica Beard’s focus for 2023 is to continue expanding within the United States. With their global expansion well underway and their commitment to providing women with stylish and versatile clothing, the brand is poised for continued success both domestically and internationally.
Useful Links:
1. Veronica Beard Official Website
2. FashionNetwork.com
