RELAUNCH: The Brand-New Boyds

The Philadelphia mainstay’s reorganization has turned it into an even more serious shopping destination

I don’t know why, but for some reason, Boyds never really came to my mind when I’d be on the hunt for a new pair of black pants or a dress for a friend’s upcoming wedding. I knew that they had started carrying women’s contemporary a while back, but the store still felt a bit intimidating, and I was never sure where anything was; I really just didn’t think of it as a place where someone like me would shop.

That, happily, has all changed: They’ve reorganized. The store is so streamlined and shopper-friendly now that I have no doubt it’ll pop into my mind when I’m thinking I’d like to see if that dress in Diane von Furstenberg’s fall collection that I saw online is as lovely in person.

Govberg Jewelers is still there right when you walk in — but then the whole first floor is all men’s, both casual and dressy. There’s Paul Smith, Rag & Bone, Etro, Hugo Boss, and lots more, including a denim bar towards the back. There are shoes galore for him, and a tailor — right out in the open, in the middle of the floor — doing any on-site alterations a purchase might need.

Raw’s sushi outpost is still on the mezzanine level, and men’s suiting (including about a billion options for ties, pockets squares, and other accessories) is still on the second floor. But then the elevator opens up to the women’s new floor, and that, my friends, is where I really started to pay attention.

It’s all together now: couture, contemporary, bags, and shoes — and they’ve added an excellent handful of new lines to each. Step off the elevator and play with heels, boots, and flats from lines like Prada to Tory Burch. Turn to the left and find yourself among the couture pieces of Zac Posen, Akris, Escada, and Armani Collezioni. Turn to the right and find frocks, pants, tops, and denim from Alice & Olivia, Bailey 44, J. Brand, 7 For All Mankind, Smyth, Vince, and Citizens of Humanity. Outerwear and jewelry, plus bags from Bottega Veneta, Lanvin, Foley & Corinna, and Kooba are mixed in. And we ladies have got our own tailor up there, too.

Good stores are always trying to improve the experience for their shoppers, for sure — this is just the best improvement I’ve seen in a while.

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