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industry insider
Southern Living expands brick-and-mortar presence
Jun 15, 2017
By Melissa Studach

Southern Living celebrated the grand opening of two new brick-and-mortar locations during Memorial Day weekend. Earlier in the month, Time Inc., parent company of Southern Living, announced that the lifestyle brand would be partnering with Beyond Brands to launch the second and third storefronts, located in Destin, Florida, and Hunstville, Alabama.

Southern Living store
The original Southern Living store, in Myrtle Beach, South Carolina

The stores offer a new way for the Southern Living audience to experience the brand. Product categories reflect the sections of the magazine, with departments in fashion, food, home decor and gardening.

Staying true to the brand’s mission to “Celebrate the South,” the stores only carry artists and producers that are based in the region, including Charleston Tea, Lamon Luther and Natural Life. Each locale will also host book signings, artist visits, food sampling and tea tastings with on-site experts.

Southern Living storefront
The Myrtle Beach location opened in November 2016; courtesy Alabama Business

“As we continue to expand the Southern Living–branded stores, we chose two distinctly Southern markets: Destin, Florida, and Huntsville, Alabama,” says Kristen Payne, vice president of Time Inc. Licensing. “We look forward to having visitors experience the brand’s iconic style firsthand in Florida and Alabama.”

The first Southern Living store opened in Myrtle Beach, South Carolina, in November 2016, and the brand has plans to continue rolling out more locations.

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