Termed “lifestyle” stores, Vera Bradley is expanding its reach beyond handbags.  The first of these stores were to open in Jefferson Pointe, Indiana, with other stores slated to open in Dayton (Ohio) and Phoenix.

In a quote from Mike Ray, EVP of Sales and Marketing for Vera Bradley:  “This strategy is designed to further elevate our brand for the benefit of our current retail partners and to attract new retail partners in undeveloped markets. The independent retail store channel represents the core of our business, and we will continue to invest in these retailers while we develop our branded stores.”

Visit the Vera Bradley homepage at the James Store website.

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