Press

Architectural Digest

How MM.LaFleur Designed a Retail Concept Based on Female Empowerment

In its showrooms, the brand translates that celebration to design. Instead of fashion spreads, showroom walls are decorated with quotes from MM customers; shelves house favorite books of the MM team, many by female authors. Down the hall, Brown has created what she calls the Hall of Remarkable Women, a gallery-like space where photos of real women featured in The M Dash hang along with quotes from them. Beyond that is a space designed for events or for customers to host their own networking or social functions.

"I think it’s wonderful that everyone is moving toward more experiential retail," Brown says. "I’m glad everyone is doing that. I think where we differ is that we know the customer we’re talking to. She’s very specific. She’s very smart, and she’s also funny, and we want to build on that. We take that personality and apply it to our showroom. We put quotes from our customers on the walls because they’re funny and really smart. And this woman is part of the experience, so we want to involve her in the design."

Retail Dive

M.M. LaFleur opens concept shop in Washington, D.C.

The first thing a visitor is compelled to do when they walk into the new M.M. To Go store in Washington, D.C., is sit on the couch. It's a focal point of the 930-square foot space, and it's so plump and inviting that its gravitational pull is strong. 

PSFK

M.M.LaFleur Opens ‘To Go' Concept Store To Better Suit Working Women's Needs

The To Go concept, featuring 10 of the brand's wrinkle-resistant workwear basics in sizes 0-22, is designed to complement the brand's successful ecommerce and stylist-led store experiences, while fostering bonds with its clientele in a different way. Brown explains, “We’re giving women a taste of who we are with a limited selection of workwear essentials they can take with them. M.M. To Go isn’t just an acquisition strategy—it’s also an emotional investment in our customer. We know how hard it is for working women (at M.M., most of us are working women!) so we put ourselves in a convenient place with chic, functional product to help her keep going. In other words, if you spilled coffee all over your white button down this morning, we’ve got you covered.”

Retail Dive

M.M.LaFleur opens first concept store

"We're seeing this as a test — the hope is to be able to open similar stores in more markets in the future," said Caroline Brown, M.M.LaFleur's associate director of experiential design, in an email to Retail Dive.

Glossy Magazine

‘A big touchpoint for acquisition’: Brands are opening service-based stores to attract new customers

“This is a pit-stop concept: in and out, no appointment, no slowdown. You go in to get something quick or get help with something, and then hopefully, down the line, you come back to the brand for the full showroom experience.”

Officelovin.com

Inside MM.LaFleur’s Elegant New NYC Office

When MM.LaFleur moved from a cozy office in Soho, NYC to a 19,000-square-foot open-plan space in FiDi, the team wanted to bring its warm company culture along. Designed by Associate Director of Visual Merchandising (and Ralph Lauren alum) Caroline Brown, the white-walled space incorporates Moroccan influences (like blue-and-white tiles on the kitchen walls) and inside jokes. A central feature of the office is a massive white-oak pergola, which serves as a quiet lounge area (complete with velvet couches, shag carpet, and fluffy pillows,) for those who want a break from their desks. 

The M-Dash

The Inspiration Behind ‘The Common Room

“I feel very protective of our customer, and I’m constantly thinking about what will make her feel good in a space I’m designing. We always start with great lighting and comfortable furniture. We want there to be privacy, while also providing the opportunity to show off the great dress she’s trying on, if she wants. “