Serena & Lily Unveils A Charming New Charleston Storefront

Charleston’s reputation as a design destination will get another boost when Serena & Lily opens its new location this winter. With its coastal setting and storied character, the Holy City is a natural fit for the retailer. “We’re raving fans of Charleston,” says Allyson McGrath, senior vice president of design shops for the brand. “So much about the city resonates with us, particularly its history and Southern charm.” Housed in a centuries-old building on Cumberland Street, the space boasts historical details, including exposed brick walls and a restored antique staircase. “When you can breathe new life into an old building and have this sense of place, it’s really special,” McGrath adds. A courtyard offers further local flavor, providing a quintessentially Charleston backdrop in which to display the brand’s outdoor offerings. In addition to showcasing classic furnishings alongside recent introductions—this fall, Serena & Lily tripled its dining collection with new table and chair designs—the store will cater to its design-savvy Southern clientele by highlighting its custom upholstery capabilities.