Carytown adds new shop, another moves up the street

Trend is moving into the space that's been occupied by Phoenix 2.0.

Trend is moving into the space that’s been occupied by Phoenix 2.0.

An out-of-town brand has plans to test Richmond’s retail waters next door to the new home of a local lingerie store.

Trend, based in Blackstone, plans to open in June at 3103 W. Cary St. in Carytown. Owner Kim Moody has a lease for a 2,800-square-foot space that has recently been home to Phoenix 2.0.

Moody and her husband, Andrew, launched Trend in 2011 with what would become a 15,000-square-foot shop in Blackstone. The company sells personalized American- and Virginia-made women’s apparel, accessories and children’s toys. It sells brands like Kate Spade, Yeti, Corkcicle, and Kameleon.

Trend has already built a following in Richmond through a booth at the biannual Bizarre Bazaar marketplace.

“About 10 percent of our sales are for Richmond zip codes,” Moody said, adding that Trend sells online.

Moody said she looked at about 40 properties before settling on the Carytown storefront.

“We kind of felt like Carytown was the best fit for our brand. A strip mall wouldn’t work.”

Moody said the company is financing the expansion itself, but would not comment on the costs. She’ll commute to Richmond to help get the Carytown Trend open until she hires a store manager.

Moody said going from Blackstone, where there isn’t as much retail competition, to Carytown will be a new test for her company.

“When we find our niche (in Carytown), we’re curious to see how that goes,” she said, adding future expansions will hinge upon how the new store performs. “If it’s not extremely profitable we’ll probably stop at that.”

In addition to Trend, Moody has a wedding planning business called Kim Moody Studio that will keep an office at the Carytown shop. It had previously been based out of the Wedding Collective’s storefront at 425 Strawberry St.

Fiamour has taken over the second floor above Phoenix.

Fiamour has taken over the second floor above Phoenix.

Trend’s storefront is next door to the new location of Fiamour Lingerie & Intimi, which recently relocated from 3030 W. Cary St. to 3101 W. Cary St. on the second floor above Phoenix Clothing.

Fiamour owner Sheri Harabedian said she leased the new 1,000-square-foot shop and that her last day in the old 2,400-square-foot space was April 30.

Harabedian launched Fiamour in 2012. She said she is keeping the same amount of inventory for the new, smaller space but tweaking the business to emphasize bra fittings and online sales.

“We have a website that we’re beefing up,” she said, adding that she hopes to have other companies sell on her site. “We didn’t need that huge, ginormous space.”

Fiamour sells lingerie that ranges from $28 panties to a $154 bra. Harabedian said in 2015 she did $220,000 in sales.

“My meat and potatoes for the business is D cups and higher,” she said, adding that she carries many sizes that are hard to find. “That’s where Victoria’s Secrets and others fail.”

Harabedian said she wanted to stay in Carytown because it’s “got such a great vibe” and hopes other retailers will follow suit.

“There’s more restaurants coming in than shops,” she said. “I’d like to see more shops.”

Trend is moving into the space that's been occupied by Phoenix 2.0.

Trend is moving into the space that’s been occupied by Phoenix 2.0.

An out-of-town brand has plans to test Richmond’s retail waters next door to the new home of a local lingerie store.

Trend, based in Blackstone, plans to open in June at 3103 W. Cary St. in Carytown. Owner Kim Moody has a lease for a 2,800-square-foot space that has recently been home to Phoenix 2.0.

Moody and her husband, Andrew, launched Trend in 2011 with what would become a 15,000-square-foot shop in Blackstone. The company sells personalized American- and Virginia-made women’s apparel, accessories and children’s toys. It sells brands like Kate Spade, Yeti, Corkcicle, and Kameleon.

Trend has already built a following in Richmond through a booth at the biannual Bizarre Bazaar marketplace.

“About 10 percent of our sales are for Richmond zip codes,” Moody said, adding that Trend sells online.

Moody said she looked at about 40 properties before settling on the Carytown storefront.

“We kind of felt like Carytown was the best fit for our brand. A strip mall wouldn’t work.”

Moody said the company is financing the expansion itself, but would not comment on the costs. She’ll commute to Richmond to help get the Carytown Trend open until she hires a store manager.

Moody said going from Blackstone, where there isn’t as much retail competition, to Carytown will be a new test for her company.

“When we find our niche (in Carytown), we’re curious to see how that goes,” she said, adding future expansions will hinge upon how the new store performs. “If it’s not extremely profitable we’ll probably stop at that.”

In addition to Trend, Moody has a wedding planning business called Kim Moody Studio that will keep an office at the Carytown shop. It had previously been based out of the Wedding Collective’s storefront at 425 Strawberry St.

Fiamour has taken over the second floor above Phoenix.

Fiamour has taken over the second floor above Phoenix.

Trend’s storefront is next door to the new location of Fiamour Lingerie & Intimi, which recently relocated from 3030 W. Cary St. to 3101 W. Cary St. on the second floor above Phoenix Clothing.

Fiamour owner Sheri Harabedian said she leased the new 1,000-square-foot shop and that her last day in the old 2,400-square-foot space was April 30.

Harabedian launched Fiamour in 2012. She said she is keeping the same amount of inventory for the new, smaller space but tweaking the business to emphasize bra fittings and online sales.

“We have a website that we’re beefing up,” she said, adding that she hopes to have other companies sell on her site. “We didn’t need that huge, ginormous space.”

Fiamour sells lingerie that ranges from $28 panties to a $154 bra. Harabedian said in 2015 she did $220,000 in sales.

“My meat and potatoes for the business is D cups and higher,” she said, adding that she carries many sizes that are hard to find. “That’s where Victoria’s Secrets and others fail.”

Harabedian said she wanted to stay in Carytown because it’s “got such a great vibe” and hopes other retailers will follow suit.

“There’s more restaurants coming in than shops,” she said. “I’d like to see more shops.”

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Barrett Chappell
Barrett Chappell
8 years ago

I am so excited to have Trend in Richmond. It is such a great store.