The Anthropologie Group is launching a retail concept dedicated to one of its most popular in-house labels.
The company, a division of Urban Outfitters, is expanding Maeve into a standalone retail brand, with a strategy that features dedicated social channels; a “robust” advertising campaign that includes paid social, connected TV and out-of-home placements in priority markets; an exclusive print catalogue available in stores nationwide and shipped to the brand’s best customers and an “outsized” influencer program.
Known for its multigenerational appeal, Maeve has consistently resonated with Anthropologie’s most loyal customers, the company said. The brand, which has dedicated spaces in select Anthropologie stores, has long played a central role in Anthropologie’s own-brand strategy. Maeve’s assortment includes plus, petite, tall and adaptive offerings, supporting the brand’s mission to be inclusive and versatile.
During the past year, the label has been shopped by nearly two million customers and has ranked as the number one most searched brand on Anthropologie.com with close to three million searches. Three of the top ten most-hearted items on the Anthropologie website are Maeve pieces.
“Maeve has emerged as a true driver of growth within Anthropologie’s portfolio,” said Anu Narayanan, President of Women’s and Home at Anthropologie Group. “Its consistent performance, combined with our customers’ emotional connection to the brand, made this the right moment to evolve Maeve into a standalone identity. Our customers have helped shape Maeve into what it is today and shown us time and again that the label holds a special place in both their wardrobes and their lives. We’re thrilled to now offer them the full Maeve experience in a bigger, more impactful way.”
