When Alexa Raynes opened her Monkee’s location in Draper, Utah earlier in 2022, the entrepreneur wanted to bring a chic but accessible shopping experience to a town that is located only 20 miles from Salt Lake City. The Draper location is the first Monkee’s franchise store in Utah and in the western region of the U.S.
Raynes chose to keep development of the boutique in the family by hiring her brother Sherman Unkefer V, Owner of Fifth & Crane Design to design the store’s interior. With experience merchandising for Bottega Veneta and Diane von Furstenberg, Unkefer was tasked with creating an environment that is true to the Monkee’s messaging while offering a more glamourous boutique for local consumers. Within the 2,200 square-foot space, Unkefer sought to create the feeling of customers stepping into a “well-heeled girlfriend’s closet.”
“With limited luxury shopping destinations in Salt Lake City and the surrounding areas, it was important to make certain this Monkee’s boutique was luxurious and inviting,” Unkefer said in an interview with Retail TouchPoints. “For Alexa’s boutique, we opted for a less cluttered store design and chose to merchandise in a way that was organized and showcased each product in a special way.”
Elements consistent with the Monkee’s branding included the retailer’s signature chandeliers by Visual Comfort and comfortable furnishings. A shoe gallery features footwear and bags, arranged within a bright white bookcase with glass shelving and illuminated by recessed lighting. Pink hues are featured as pops of color throughout the space while animal prints appear sparingly on detail pieces such as area rugs.
On the main level, wallpaper was sourced from London-based, B Corp.-certified House of Hackney in the Artemis Pink style, and the upper level was designed using the brand’s Hollyhocks Spring.
“In addition to the merchandising style, the boutique is elevated by elements like luxurious lighting selections, modern furnishings, acrylic fixtures [with brass accents], and a free-flowing space plan,” said Unkefer. “All of these elements come together to elevate the Monkee’s brand and give the customer a true luxury experience.”
Raynes also has cultivated an omnichannel shopping experience, including an ecommerce presence and social shopping options, to complement the brick-and-mortar location. Fulfillment is provided by the custom Monkee’s delivery car. Raynes’ focus on personalization has led her to host private shopping parties, which include invitations that match the store’s wallpaper.