Breaking Retail News: Ellelauri Is Opening a New Center City Boutique

The Philly-based lifestyle brand moves from Liberty Place to 19th Street.


The brand’s Liberty Place pop-up shop.

When Philly-based fashion brand Sa Va closed its brick-and-mortar last year, the local fashion and retail community heaved a collective, heavy sigh. It was depressing, and also scary: If Sarah Van Aken, one of the city’s most outspoken advocates for local manufacturing, couldn’t keep her business afloat, could anyone else survive? And, even more importantly, would they even try?

Happily, the answer is yes. Duke & Winston made the huge move from a tucked-away studio in NoLibs to a prominent space in Rittenhouse; local designer Bianca De Pietro opened an atelier in Fishtown; and now, Philly-based lifestyle brand Ellelauri is making the leap from Liberty Place pop-up shop to a full-fledged brick-and-mortar. Cheer!

The fashion brand—worn by Jessica Alba and model-of-the-moment Kendall Jenner—its opening its first brick-and-mortar store at 114 South 19th Street (formerly Ruka, before that shop moved across the street). They plan to open in mid-September, and the Liberty Place outpost will close at that time. (Yes, the seasonal Avalon pop-up shop is still open every day through September, and weekends in October.)

Of course, selling your line here is one thing. Actually producing it here it quite another. While the Ellelauri line will still be produced in New York City, founder and designer Liz Rymar is also opening a design studio at 17 Penn Street in Hatboro, so the design process will be done locally.

The new boutique will carry the full collection (the soon-to-launch fall/winter collection features ’60s-inspired pieces), plus clothing and accessories from brands including J Brand and Wildfox.

We’ll keep you posted on the exact opening date. Until then, get excited about our new (permanent) neighbors.