Franchising Today - Summer 2016 - 53
APRICOT LANE BOUTIQUE
he says. "It's a sweet spot and part of
Being in fashion means consistently staying ahead of the trends
and ensuring exclusivity in each of
its stores. Apricot Lane tailors its
fashions to the surrounding area and
typical customer. In addition, the
stores offer daily new arrivals that
are in limited quantity. Customers
can find brands such as Free People,
Elan, BB Dakota, Hobo, Giving Keys,
Sanctuary and Black Swan, which
the shops source across the United States, from Los Angeles to New
York. Many other brands come from
the Los Angeles Fashion District,
known for its on trend styles.
"It's a goldmine there," Petersen
says. "We have a buyer that works exclusively for our stores because the
only way to get the hottest trends
first is to have boots on the ground.
Boutiques around us are constantly
scratching their heads wondering
how we get access to first-run merchandise. And by the time they get it,
we're moving onto something else.
So we're three steps ahead."
on a new venture. Petersen or a real
estate ambassador will go out - anywhere in the United States - and visit
a prospective franchisee, spending
the entire day scoping out potential
retail locations and overall determining if the person will be the right
fit. "We're crazy about the right fit
and making good decisions," he says.
"This kind of an investment is pretty
When selecting a franchisee, Apricot
Lane looks for people who have a passion for fashion and someone that
wants to be deeply involved in retail
and making the store successful.
"They don't have to have retail/fashion/business background, but we've
been very successful with taking
franchisees and bringing them into
our system and being successful,"
Petersen explains. "We want someone that's looking for a store not just
to sell clothes and make money, but
to use the store to be connected and
give back to the community."
A typical Apricot Lane franchisee
is a family that wants to strike out