Retailer Carves Out Green Niche
The Hive, a new boutique in Costa Mesa, Calif.’s The Lab shopping center, is taking a recession-friendly approach to eco-retailing.
Owner Natasha Quinn, who worked as the buyer for the Habit boutique, which formerly occupied the 2,200-square-foot space, has dedicated approximately 400 square feet to eco-conscious apparel, housewares and body products. “The concept for The Hive is to have a very feminine boutique that is divided into different departments. We opened two months ago, and from the beginning, we were very conscious of the recession, so we make sure to stock great, reasonably priced product that makes shopping possible and fun for our customer,” Quinn said. “Our ’eco’ department definitely adheres to those specifications.” Other departments in The Hive include women’s, kids’, vintage, apothecary and books.
The Hive’s eco section, which accounts for about 15 percent of its business, is housed on a raised platform with signage that differentiates it from the rest of the store’s offerings. Made of reclaimed wood, vintage furniture and recycled rope, the eco section sells eco-conscious apparel with a contemporary vibe. “We look for pieces that are affordable and fashion-forward. Totally organic lines can be pricy, so we focus on buying tops and dresses that retail for between $50 and $100. Customers don’t necessarily come in looking for green fashion, but I think they are interested in it and are willing to buy a great $38 sustainable T-shirt.” J Brand’s eco-conscious denim shares the section with offerings from brands such as Trinity and Suburban Riot. Elsewhere in the store, Quinn sells goods from Lollia, Voluspa, Heartloom, Current/Elliot, Hudson, Dolce Vita and Deer Creatures.
Quinn said customers’ response to the eco section has been great and she hopes to expand the number of brands represented in it. “With our customer being price-conscious at this moment, we will need to pick and choose our lines carefully to still offer eco-friendly lines with a desirable price tag,” she said. —Erin Barajas
