Shopping malls are known for offering hundreds of big-brand stores all under one roof. West County Center is no exception, with marquee department stores like Macy’s and Nordstrom and popular chain stores like J Jill and Gap. Situated among all the famous national retailers, however, are a surprising number of locally owned boutiques. “This is not your run-of-the-mill shopping center,” says Sean Phillips, regional marketing director of CBL & Associates Properties, which owns and operates West County Center. “Our lineup of locally owned businesses is second to none in St. Louis.”
About 10 percent of West County Center’s total store count is locally owned or operated, Phillips says. These are one-of-a-kind local businesses, like The Foundrie, Stitches & Littles, Geranium, Di Olivas and Sweet & Sassy. “These unique stores are an important part of the overall mix,” Phillips says. “They offer something different that you won’t find elsewhere.”
Standing out from the crowd was a selling point for Shelah McClymont, who moved her shop, The Foundrie, into West County Center earlier this year. It sells handmade gift items from indie artists and designers. “It’s a good fit for us,” she says. “We provide a place for people who want to buy something that’s one of a kind and not mass produced.” Although shoppers often are “mildly confused” when they stumble upon her boutique among the larger retailers, McClymont says many have become loyal fans of her unique wares. “When you come to the mall, don’t dismiss a store just because you haven’t heard of it before. Give the locally owned businesses a try because you might be pleasantly surprised at what you find.”
In addition to their unique inventories, locally owned stores bring a sense of community to West County Center, Phillips says. Mom-and-pop shops are less bound by bureaucracy than national retailers, which means they can be more innovative, says Michael Charlton, co-owner of Stitches & Littles. His designer children’s clothing store offers a baby sign language class and hosts princess tea parties and book signings each month. “It’s more than just shopping—it’s an experience,” he says. “We really focus on the customer and try to build family bonds. We want to give something back to the community.”
Although locally owned and big-brand retailers are different in many ways, Charlton says they’re cut from the same cloth. “Small businesses are a backbone of this country, and all the bigger companies at this mall were small businesses at one time.” Regardless of size, CBL focuses on having the right mix of stores for its upscale clientele. “The local-owned boutiques meet our customers’ needs by offering unique, and in most cases, handmade products, thus filling in any gaps in the offerings by our national retailers” Phillips says. “That’s why we always say West County Center provides the ultimate shopping experience in St. Louis.”
Pictured: Shelah McClymont, owner of The Foundrie at West County Center
Photo: Bill Barrett
[West County Center, located at the intersection of I-270 and Manchester Road, has everything you need to look your best for fall. Keep up with what’s new by liking the mall’s Facebook fan page or visiting shopwestcountycenter.com. For more information, call 314.288.2020.]
