January 26, 2021

Veronica Beard Comes to Highland Park

DALLAS — Veronica Beard is on a roll.
The seven-year-old sportswear maker unveils a 1,200-square-foot boutique today in Highland Park Village, the tony shopping center that sits squarely amid the mansions of Dallas’ wealthiest neighborhood. It’s the third store the company has opened since last August and more are to come.
“Retail is working for us, and we’re so fortunate to be bucking the trend,” said co-founder Veronica Swanson Beard. “We found the openings in New York really helped our business [at other stores that carry the brand.]”
Dallas runs neck and neck with Los Angeles as Veronica Beard’s second largest market after New York, she noted. It’s sold here by Neiman Marcus, Nordstrom, Stanley Korshak and Canary.
Opening two doors a year is a comfortable pace, said Beard, noting the company has no intention of operating dozens of stores. Los Angeles is likely the next target.
Highland Park Village, which also hosts Hermès, Chanel, Alexander McQueen, Fendi, Tory Burch and other marquee brands, was the obvious choice for Beard in Dallas.
“Our customer is here,” Beard affirmed. “We’ve really built a lifestyle brand.”
The core customer is a mom and career woman in her 30s and 40s, though the brand sells to a broader age range,

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