Maeve to Become Standalone Brand

Anthropologie Group (Philadelphia) is turning its in-house Maeve label into standalone brand. Maeve “has consistently resonated with the brand’s most loyal customers, having dedicated retail spaces within Anthropologie’s existing footprint, and is now expanding into standalone Maeve storefronts and independent social channels,” the company said in a news release.

“Maeve has emerged as a true driver of growth within Anthropologie’s portfolio,” said Anu Narayanan, President of Women’s and Home at Anthropologie Group, which operates 200-plus stores under its flagship brand. “Its consistent performance, combined with our customers’ emotional connection to the brand, made this the right moment to evolve Maeve into a standalone identity… We’re thrilled to now offer them the full Maeve experience in a bigger, more impactful way.”

Maeve’s lines will soon be available through the brand’s upcoming standalone retail locations. (However, Anthropologie has not yet provided any specifics on the timing and number of locales it plans for Maeve’s initial rollout.) It will also continue to be available in Anthropologie stores and on its own newly launched website.

In its coverage of the Maeve move, the New York Post attributed the brand’s popularity to offering fashion “that speaks fluently in both ‘office-to-dinner’ and ‘throw-it-on-and-go,’ all without compromising on cool.” Popular items, the Post noted, include the Bennet button down, the Tommie dress and the Bettina tiered shirt dress.