Soft Surroundings chooses Coconut Point mall for first Florida store

While other retailers are closing stores as they struggle to make it in a highly competitive digital age, Soft Surroundings is expanding its footprint with new locations.

On Friday the women's retailer — started as a catalog company — will open its 51st store at Coconut Point mall off U.S. 41 in Estero. It's the company's first location in Florida. A second one will soon follow in Sarasota.

"We've definitely had our eye on Florida for a long time because we have a lot of longtime catalog and website shoppers there. We are so excited to have found some great location opportunities to open stores in Florida this year," said Jessica Conick, a spokeswoman for the retailer.

Soft Surroundings is geared for busy women 40 and older looking for comfort, style and some "me time." The store sells a dizzying array of merchandise from clothes, jewelry and beauty treatments to furniture, sheets and lighting.

A customer can buy a new outfit, get a skincare consultation, pick up a few items to redecorate a room and buy a couple of gifts all in one place.

There's a lot to take in, especially on a first visit. Even the oversized bathrooms are something to see, designed with the retailer's own furnishings and home accents, some with price tags attached.

"What's amazing about our stores is seeing women come in with their daughters and maybe even granddaughters and having something for each of them. It's hard to find a place where all the women in a family can shop together in a special boutique atmosphere," Conick said. 

Some of the merchandise is designed in-house at its headquarters, but the retailer also sells products made by others. Its jewelry collection, called The Collective, changes often and features the works of female designers from around the world. 

The retailer designs most of its fashions and bedding in St. Louis, where it's based. It's known for its globally inspired designs and extremely soft fabrics.

"Our brand is all about effortless, comfortable style and is very travel-inspired," Conick said. "So many of our items are perfect for life at the beach and in warmer weather, and so we've always had a great following from Florida shoppers through our catalogs and website." 

The store experience is a big part of the customer experience that reflects what the brand is all about and helps the retailer form great relationships with its customers, Conick said. There's no hard-selling, and employees don't work on commission.

The retailer plans to open 16 stores this year. New stores are coming soon to such areas as Oklahoma City; Victor, New York; Edina, Minnesota; Cockeysville, Maryland;and Albuquerque, New Mexico.

"We definitely have plans to open more Florida locations down the road," Conick said.

A store usually hires about 20 employees.

On Thursday morning workers in Estero put the finishing touches on the store, adding merchandise to shelves and improving on displays. Visiting sales representatives conducted training, including informational sessions on eye creams and other beauty treatments.

A few shoppers tugged on the locked doors Thursday morning, not realizing it wasn't open yet or hoping to get a peek inside before it officially opens. In the afternoon the store held a private event for VIP guests.

The store will open to the public at 10 a.m. Friday. The first 100 customers will receive a gift bag.  

At 23151 Fashion Drive in Suite 117, next to Apple, the retailer took the place of Bebe and has undergone an extensive renovation. 

Soft Surroundings is eager to spread its mission of helping women live soft and take time out for themselves in Southwest Florida, Conick said. 

"When you walk in our store, you feel like you've walked into the pages of our catalog with images from our most recent destination photo shoot lining the walls. Whether it's France, a tropical island or the colorful streets of San Miguel de Allende, you can see where the inspiration for many of our products comes from," she said.

The company's mantra is #LiveSoft. 

"Our philosophy is that by putting yourself first, you can take better care of friends, family and community to live a happier, more fulfilling life," Conick said. 

Soft Surroundings added 15 stores last year and 10 in 2015.

Founded in 1998 by Robin Sheldon — a former vice president of merchandising for Coldwater Creek — the retailer mailed its first catalog in July 1999. The company opened its first store in Richmond Heights, Missouri, in 2005.