Soft Surroundings planning biggest expansion to date

Creve Coeur-based luxury retailer Soft Surroundings is opening 17 new stores this year, with the first slated to open in March in Baton Rouge, Louisiana, the company announced Wednesday.

This year’s plan to open 17 new stores surpasses last year’s company-record of 15. Soft Surroundings opened 10 locations in 2015. Each store employs about 25 workers, which total more than 1,000 companywide.

“This year represents the single largest period of retail expansion to date; a milestone in our history and growth of our organization,” Senior Vice President of Retail Danny Boddy said in a statement.

Other new markets where the company is slated to open include Las Vegas; Detroit; Columbus, Ohio; Estero, Florida; Knoxville, Tennessee; and Louisville, Kentucky. Other locations will be announced later this year. With those openings, Soft Surrounding will have over 45 locations around the country. Investment costs were not disclosed.

There are no plans to expand in St. Louis. Soft Surroundings opened its first brick-and-mortar store in 2005 in Richmond Heights.

Read more: St. Louis Business Journal, St. Louis Post-Dispatch


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