Lifestyle brand Jenni Kayne opened a boutique on Armitage Avenue in Lincoln Park late last year. “Chicago is one of the most important cities for our e-commerce business,” says Jenni Kayne COO Lauren Holmes. “As we’ve expanded our footprint, we’ve seen a growing demand to bring our in-store experience to life for our loyal Chicago customers.”
That experience includes witnessing how the Los Angeles–based brand’s neutral palette and natural materials evoke a relaxed California vibe. The store—with its blond wood and almost-white walls—gives ample space to rugs and furniture, as well as smaller pieces like pillows and candles that complete the modern, warm style. This spring, the brand’s soft whites and beiges are joined by Honey Mohair, the newest color release for the Brentwood chair and ottoman.
The new offerings demonstrate the importance of in-person shopping—the chance to sit on a chair, touch the fabric and take home a swatch of the newest color—that has fueled the brick-and-mortar expansion. “We see a lot of synergy between Jenni Kayne Home and the other home brands located on Armitage,” Holmes says. “We are thrilled to contribute to its growing reputation as a home shopping destination in Chicago.”