Clothing Store Fixtures

Dame Will Close Its South Street Location

Dany Pearson, the owner of Dame vintage clothing store in Jamaica Plain, recently announced that the retail shop at 68 South St. will be closing on July 31.

After an interview in which she lamented the closing, in an email Pearson emphasized that the business is undergoing a metamorphosis and that the change had already begun. "Although I'm choosing to give up the space on South Street, Dame is still alive, and evolving for me at this point."

Pearson says she will continue to conduct business with her most valuable inventory, all of it Dame trademarked, a substantial collection that she will sell privately as well as at shows and markets and possibly on the Web.

With her roots in open air markets in downtown Boston, Pearson is not a stranger to that style of business, however she had long targeted JP as the place where she felt most comfortable. In retrospect, she notes that the South Street location still sees far less foot traffic than a couple of blocks away on Centre, something she said she knew when she opened, but which she had hoped to be able to change.   

Pearson said that all of the inventory will remain on the racks until July when the best of the inventory will have been removed while the store sells its remaining items at a discount, including fixtures. Although her lease term ends on July 31, she expects to close the doors for the last time sometime in the week before that. She said that she had a good relationship with the landlord and that the rent was reasonable. She also said "I thought about selling, but I decided I wanted to keep the name and my best inventory, 95 percent of which I own outright."  

Dame opened in January 2008 in the midst of the great recession, the worst economic decline in several generations. With both a Masters of Science in Accounting and a Masters of Business Administration,  Pearson seemed likely to defy the odds against the survival of a new business opening during a downturn. She developed a brand, garnered a lot of publicity and amassed a solid mailing list of hundreds of loyal customers, about half of whom come from outside Jamaica Plain to visit the shop.

Despite all the positives, she was unable to make Dame pay its own way.  At one point, in response to what appeared to be recession-tightened pocketbooks, she lowered her prices across the board in an attempt to increase sales volume. That effort backfired as volume remained flat and profits were eroded.  She noted ruefully that her highest priced items were the least affected by slow sales and she had slashed their prices.

Clothing Store Fixtures To buy and buy

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