How Anthropologie is ‘Curating a Lifestyle’ with its Maeve Brand

This episode is brought to you by Commerce.

Private label brands aren’t just supporting acts anymore — many are becoming stars in their own right, and Anthropologie’s Maeve label is proving the point.

In this episode of Retail Remix, host Nicole Silberstein sits down with Anu Narayanan, President of Women’s and Home at Anthropologie Group, to go inside the decision to elevate Maeve from an in-house favorite to a standalone brand with its own stores, website and social presence.

Anu shares how the decision was rooted in clear customer demand — millions of searches, TikTok engagement and a fiercely loyal fan base — as well as a bold vision for how Maeve can evolve while still staying connected to Anthropologie’s DNA. From boutique-style store design to influencer-led storytelling to curated multi-brand assortments, Maeve is charting its own path into the future.

Key Takeaways

• The strategic choice to open first stores in markets like Raleigh, N.C. and Atlanta rather than major coastal cities;
• How Anthropologie is differentiating Maeve’s boutique store aesthetic from its core stores;
• Inside Maeve’s marketing engine from TikTok and the company’s first Substack to a growing community of influencer “Mavens”; 
• Why Maeve standalone stores are multi-brand and which brands are being brought in;
• The role of catalogs (yes, catalogs) in modern brand storytelling and customer engagement;
• PLUS Anu’s top merchandising tip for any kind of store.

Related Links

• Explore Maeve’s latest collections and campaign storytelling
• Related reading: Anthropologie Promotes Maeve to Standalone Brand, Plans Stores and Exclusive Catalog 
• Stay ahead with more retail insights and analysis from Retail TouchPoints
• Subscribe and catch up on all episodes of Retail Remix

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