Ember Outfitters to open this fall in Village of West Greenville

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Ember Outfitters will open this fall in the former Shindig Furnishings space. Photo by Will Crooks / Upstate Business Journal

Ember Outfitters, a new boutique clothing and home-goods store with a distinct outdoor aesthetic, has signed a lease for 11 Lois Ave. in the Village of West Greenville with plans to open this fall.

Owner Cally Mauk says the goal is to hold a soft opening during October’s First Friday events, Oct. 5, and officially open Oct. 12 with a full day of festivities and giveaways.

Mauk, who got her start in retail with Coast Apparel and moved to Greenville from Charlotte, North Carolina, in 2014, describes her merchandising plans for Ember Outfitters as a cross between Mast General Store and Half-Moon Outfitters but not as preppy as other Southern-style retailers. The goal is to find that area in between those well-established retail stores and not compete with them, she says.

Many of the brands the store will carry will be lines from the West Coast that haven’t made it this far east, she says, but she is looking for local and regional items, as well. Even the display tables and other hand-crafted fixtures will be for sale. Retail categories will include boutique clothing for men and women, clothing accessories such as belts and hats, and pottery and other home goods.

Mauk says that when she found the building formerly occupied by Shindig Furnishings, she knew it was the place.

“The doors,” she says, pointing to the double wooden front doors. “They’re amazing.”

And, she says, the location across from Growler Haus and near so many other new retailers and restaurants makes it ideal for creating a collaborative environment with other small businesses.

The store was previously divided into two areas with a partial half-wall between the front and back sections. Mauk says she plans to use the back area for storage and a dressing room, but also for a lounge area where customers can hang out.

The front half will be the main retail area and also include a small complimentary beverage and snack station to encourage customers to stay and enjoy the store.

“I want people to leave with some stuff and happiness and a belly full of beer,” Mauk says.

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