Trina Turk is Expanding

Trina Turk has plans to expand her retail presence, starting with a new store concept in her boutique in Atlanta's Phipps Plaza.

The 2,100-square-foot space was designed by MR Architecture + Decor and inspired by the midcentury architecture of Richard Neutra and Donald Wexler mixed with a California modern aesthetic.

"We are planning on opening multiple retail stores in the next few years and wanted a fresh and neutral concept to provide a backdrop to our clothing," said Turk, who opened her first store in Palm Springs, Calif., in 2002 and has since opened in Los Angeles, New York, Newport Beach and Burlingame, Calif., Miami and Dallas. "Palm Springs has been great for our brand identity, but we're not just the desert," Turk said.

"We have an aggressive retail strategy that could see as many as 20 doors over the next three years," said Trina Turk president Rob Trauber.

Additional openings this year include Manhattan Beach, Calif., and the company's first outlet, located at Fashion Outlets of Chicago. Next year they will open Scottsdale Fashion Square, Ariz.; Houston Galleria, and The Marketplace at the Woodlands outside of Houston. "Texas is one of our top markets. Our Highland Park Village store does $1,600 per square foot," he said.

"The road map is pretty clear for us, and there are a lot of examples of companies in our space. We are about $100 million at retail today, and we are looking to double that in the next three years," Trauber said.

The company is also expanding its categories to become a lifestyle brand. Trina Turk Recreation, manufactured by Manhattan Beachwear, showed at the last Miami Swim Show. Other upcoming launches include a lower-priced dress line called Trina Trina Turk, towels and shoes, a men's wear collection Mr. Turk, handbags and jewelry.

"We're filling out the lifestyle of the aspirational customer, catching up a bit in terms of all the things she wants," said Turk.