Santa Barbara’s Dylan Star women’s boutique, 1719 State St., will be launching an online store April 1.
The online store will address the growing demand for Dylan Star’s clothes from clients outside of Santa Barbara, while allowing an even quicker turnover of inventory at the State Street location, according to a March 21 press release.
The online store will be used as a digital “sales rack.” Merchandise that is not sold within a month’s time in the physical store will be offered at a 30 percent discount. This quick switch model is to meet the demands of a wider audience, while ensuring Santa Barbara-area shoppers are always offered something new.
With a crowded grand opening six month ago in a collaborative space with Salon U, Dylan Star was launched by born-and-raised Santa Barbara resident Erica Brown, “with the goal to provide affordable clothing that does not compromise on fashion,” according the press release.” The store focuses on sourcing unique, high-quality garments that elevate the overall style quotient of its wearer, it said.
Brown built a career in photography and hairstyling before launching Dylan Star to share her sense of fashion with a wider audience.
“Our store on State Street has surpassed all expectations,” she said. “February, which is a slow month in retail, was one of our busiest months yet. From the start, our social media following has asked us to go online, but we didn’t want to lose sight of the reason we opened: to give women a personal shopping experience that cannot be found online.”
Instead, Brown said, “We created an online ‘outlet’ model. The online store will help us service the demand we are getting from other parts of the country while our State Street store will continue to be our focus.
She said customers can shop in store and buy what they feel good in, instead of being distracted by what’s on sale. “Our clients love the entire experience of making shopping fun, gifting themselves the time to try on clothes and pick out something they love,” she said.
Three days prior to the formal launch, a soft launch will be held for those patrons on Dylan Star’s email list to give them private access to the store through a special link.
The brick-and-mortar store is open Tuesday through Friday from 9 a.m. to 6 p.m. and Saturday from 10 a.m. to 5 p.m. For more information contact: [email protected] or see www.dylanstar.com or